WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 23, 2026
Leveraging Information Quality for Marketing Performance in Balinese Ikat Woven
Authors: , , ,
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Abstract: Traditional Balinese ikat weaving holds strong economic potential, yet its digital marketing optimization remains underexplored. This study examines the role of information technology in shaping consumer behavior and purchase decisions for these woven products. Using a sample of 170 Balinese respondents selected by age and purchase criteria, data were analyzed via PLS-SEM with SmartPLS 3. Results show that information quality significantly influences both purchase intentions and decisions, while information usefulness directly affects e‑commerce buying intentions. To strengthen hedonic value and perceived usefulness, producers and retailers are advised to enrich digital content—for example, by showcasing weaving processes, artisan skills, motif philosophies, and cultural narratives. These strategies can enhance consumer engagement and support sustainable local economic growth through more effective digital promotion.
Keywords:
Information quality, hedonic experience, information usefulness, purchase intention, consumer behavior, digital marketing
Pages: 1140-1150
DOI: 10.37394/23207.2026.23.88