The Effect of Local Wisdom-Based Marketing, Online Community, and Product Visualization on Brand Awareness in Batok Handicraft MSMEs in Blitar

Evita Novilia; Sudarmiatin

doi:10.55927/ijis.v4i5.238

Authors

Evita Novilia Universitas Negeri Malang
Sudarmiatin Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ijis.v4i5.238

Keywords:

Local Wisdom-Based Marketing, Online Community, Product Visualization, Brand Awareness, MSMEs

Abstract

This study aims to examine the influence of Local Wisdom-Based Marketing, Online Community, and Product Visualization on Brand Awareness of Coconut Shell Craft MSMEs in Blitar. In the midst of increasingly competitive market dynamics, building strong brand awareness is important for the sustainability of small businesses. A quantitative approach was used with data collected through questionnaires distributed to 150 respondents who are actors in the coconut shell handicraft sector. The results of multiple linear regression analysis showed that all three independent variables- Local Wisdom-Based Marketing, Online Community, and Product Visualization a significant positive effect on Brand Awareness. The F test results show that these variables simultaneously affect brand awareness with a significance value of 0.000. The coefficient of determination (R²) value is 0.610, indicating that 61% of the variation in brand awareness is explained by the three independent variables, while the remaining 39% is influenced by other factors not included in the model. The findings highlight the importance of integrating local cultural values, fostering online community engagement, and presenting visually appealing products to increase brand visibility and recognition among consumers

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