The Effect of E-Marketing on Repurchase Decisions for Natural Dye Batik Msme Products in Ciwaringin, Cirebon: Brand Equity as a Mediating Variable

Abstract

The development of digital technology has transformed marketing practices in the micro, small, and medium enterprise (MSME) sector, including the batik industry. E-marketing has become an increasingly important strategy for expanding market reach, enhancing interactions with consumers, and building brand equity that can encourage continued purchasing. However, Anugerah Batik Ciwaringin Cooperative still faces sales fluctuations, indicating that digital marketing implementation and brand strengthening have not yet been fully optimized. This study aims to analyze the effect of e-marketing on repurchase decisions, the effect of e-marketing on brand equity, and the effect of brand equity on repurchase decisions, as well as to examine the mediating role of brand equity. The study employed a quantitative approach, using a survey of 80 consumers of Ciwaringin natural dye batik selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that e-marketing has a positive and significant effect on both brand equity and repurchase decisions. Brand equity also has a positive effect on repurchase decisions and mediates the relationship between e-marketing and repurchase decisions. These findings indicate that optimizing digital marketing, supported by stronger brand equity, can increase consumers' repurchase decisions for natural dye batik products. Therefore, MSME operators need to develop more consistent digital marketing strategies through creative content, interactive communication, and the reinforcement of brand identity based on cultural values and environmental sustainability to improve customer loyalty and business competitiveness.