ANALISIS EFEKTIVITAS KAMPANYE PEMASARAN STORYTELLING PADA PLATFORM AZARINE COSMETIC UNTUK MENINGKATKAN BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIASI TERHADAP NIAT PEMBELIAN KONSUMEN

Ruruh Ayu Utami; Kussudyarsana Kussudyarsana

doi:10.29040/jap.v24i2.12524

ANALISIS EFEKTIVITAS KAMPANYE PEMASARAN STORYTELLING PADA PLATFORM AZARINE COSMETIC UNTUK MENINGKATKAN BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIASI TERHADAP NIAT PEMBELIAN KONSUMEN

Ruruh Ayu Utami, Kussudyarsana Kussudyarsana

Abstract

This research combines concepts related to marketing, communication, and consumer psychology to test hypotheses about the effectiveness of storytelling marketing campaigns on social media platforms focused on the Azarine brand, which is a local brand in Indonesia with a variety of products that have been recognized by the public. The research design used in this study is included in the type of quantitative research. This research uses the Partial Least Square (PLS) method. The results of the effectiveness of the storytelling marketing campaign on the Azarine cosmetics platform to improve brand image and brand trust as mediation on consumer purchase intentions, it is found the storytelling marketing campaign has a positive and significant effect on consumer purchase intentions, the first hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand image, so the second hypothesis is supported, the storytelling marketing campaign has a positive and significant effect on brand trust, so the third hypothesis is supported, Brand trust has no positive and significant effect on consumer purchase intentions, so the fourth hypothesis is rejected and the last brand image has a positive and significant effect on consumer purchase intentions, so the fifth hypothesis is supported.

Keywords : Marketing, Storytelling, Brand Image, Brand Image, Consumer

Full Text:

PDF

References

(2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192

Ambarwati, M. (2015). PENGARUH CITRA MEREK TERHADAP MINAT BELI (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 25(1).

Asnawi, N., dan M. (2011). Metodologi Riset Manajemen Pemasaran. UIN Maliki Press.

Delgado-Ballester, E., & Fernández-Sabiote, E. (2016). “Erase una vez una marca”: el uso de la narrativa por las marcas españolas. Spanish Journal of Marketing - ESIC, 20(2), 115–131. https://doi.org/10.1016/j.sjme.2016.06.001

Harvina, Laurencia G. D., Ellitan, Lena., Lukito, Robertus, S. H. (2022). The Effect of Social Media Marketing on Brang Image, Brand Trust and Purchase Intention of Somethinc Skincare Product in Surabaya. Journal of Entreprenuership & Business., 3(2). https://doi.org/https://doi.org/10.24123/jeb.v3i2.4801

Husain, Rehan., Ahmad, Amna. & Khan, Bilal M. (2022). The Impact of Brand Equity, Status Consumption, and Brand Trust on Purchase Intention of Luxury Brands. Journal Cogent Business & Management, 9. https://doi.org/https://doi.org/10.1080/23311975.2022.2034234

Jogiyanto, H. M. (2011). Konsep dan Aplikasi Structural Equation Modeling Berbasis Varian Dalam Penelitian. UPP STIM YKPN.

Joshi, Sujata., Domb, Manachem., Chanda, barshekee, bais, A. (2022). Evaluating the Impact of Storytelling Ads on Consumer Purchase Intention. Journal of Service Science and Management., 15, 10–22. https://doi.org/https://doi.org/10.4236/jssm.2022.151002

Kelvin, and C. M. F. (2022). “Pengaruh Brand Image, Brand Trust dan Price Perception Terhadap Purchase Intention Pelanggan Uniqlo di Jakarta. Jurnal Manajerial Dan Kewirausahaan., 4(1), 142–149. https://doi.org/https://doi.org/10.24912/jmk.v4i1.17179

Kim, H.-J., Park, S.-Y., & Park, H.-Y. (2018). A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude. International Convergence Management Association, 6(4), 1–16. https://doi.org/10.20482/jemm.2018.6.4.1

Kuncoro, R. E. A. (2008). Cara Menggunakan Dan Memakai Analisis Jalur. Alfabeta.

Li, Ji, Shaoming Zou, and H. Y. (2019). “How does ‘storytelling’ influence consumer trust in we media advertorials? An investigation in China.” Journal of Global Marketing, 32(5), 319-334.

Li, J., Zou, S., & Yang, H. (2019). How Does “Storytelling” Influence Consumer Trust in We Media Advertorials? An Investigation in China. Journal of Global Marketing, 32(5), 319–334. https://doi.org/10.1080/08911762.2018.1562592

Pan, L. Y., & Chen, K. H. (2019). A study on the effect of storytelling marketing on brand image, perceived quality, and purchase intention in ecotourism. Ekoloji, 28(107), 705–712.

Sanders, J., & van Krieken, K. (2018). Exploring narrative structure and hero enactment in brand stories. Frontiers in Psychology, 9(SEP), 1–17. https://doi.org/10.3389/fpsyg.2018.01645

Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia Male’s Skin Care by Social Media Effect Towards Brand image and Brand trust. Management Science Letters. https://doi.org/https://sci-hub.se/10.5267/j.msl.2020.3.023

Sekaran, U., dan Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley dan Sons.

Tria, E. D., & Syah, T. A. (2021). Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Pada Pelanggan Rita Pasaraya Cilacap. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 1(2), 84–94. https://doi.org/10.53866/jimi.v1i2.8

Tsai, M. C. (2020). Storytelling advertising investment profits in marketing: From the perspective of consumers’ purchase intention. Mathematics, 8(10), 1–12. https://doi.org/10.3390/math8101704

Woldarsky, V. (2019). Tapping into the emotions of the wine consumer through storytelling: A case study. BIO Web of Conferences, 15, 03012. https://doi.org/10.1051/bioconf/20191503012

Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/https://doi.org/10.1016/j.ausmj.2010.11.001

Yueh, H. P., dan Zheng, Y. L. (2019). Effectiveness of storytelling in agricultural marketing: Scale development and model evaluation. Frontiers in Psychology, 10(452).

Yuliyzar, I., & Hakim, A. (2020). Kontribusi Brand Image, Brand Trust Dan Kualitas Produk Terhadap Minat Beli Smartphone Merek Xiaomi. Dynamic Management Journal, 4(2), 40. https://doi.org/10.31000/dmj.v4i2.3988

DOI: http://dx.doi.org/10.29040/jap.v24i2.12524