SOCIAL MEDIA MARKETING STRATEGY IN DETERMINING VALUE CO-CREATION AND REPURCHASE INTENTION AMONG ENDEK WOVEN FABRIC CONSUMERS IN DENPASAR CITY

Endek woven fabric is the creative cultural heritage of the Balinese people. Hence, it needs to be preserved and developed through the promotion and marketing of Balinese Endek Woven Fabric or Traditional Balinese Woven Fabric in various local, national, and international activities to improve the economy and welfare of the Balinese people. However, over time, many productions of stamp woven fabrics (machine-made) made consumers switch to artificial endek. So, companies need to determine the strategy applied by each endek woven fabric in Denpasar, which is to use a social media marketing strategy. This study aims to test and explain social media marketing strategies towards repurchase intention mediated by value co-creation in endek woven fabric consumers in Denpasar City. Sample determination using a non-probability sampling method, namely purposive sampling. The subjects of the study were consumers of endek woven fabrics, with a sample of 104 people. The data were analyzed using the SEM-PLS technique. The results of this study show that social media marketing has a positive and significant effect on repurchase intention, and social media marketing has a positive and significant effect on value co-creation. Value co-creation has a positive and significant effect on repurchase intention; value co-creation can mediate the influence of social media marketing on repurchase intention. The theoretical implications that can be given from research findings are that they can make an empirical contribution to the relationship between social media marketing variables, value co-creation, and repurchase intention for the development of marketing management science. The practical implications that can be given from the research findings show that among the two variables that affect repurchase intention, social media marketing and value co-creation variables have the highest path coefficient, which can be a reference for endek woven fabric sellers in making strategies to increase repurchase intention in endek woven fabric consumers by increasing Social media marketing and value co-creation.