PENGARUH STORYTELLING MARKETING PADA TIKTOK SONIA BASIL TERHADAP KEPUTUSAN PEMBELIAN
Keywords:
digital marketing, content marketing, storytelling marketing, sosial media, keputusan pembelian
Abstract
Storytelling marketing dapat membentuk platform jangka panjang untuk berbagai tujuan, termasuk menarik pelanggan, menjual produk, menambah pengetahuan, dan meningkatkan citra merek. Tujuan dari penelitian ini adalah untuk menguji pengaruh storytelling marketing terhadap keputusan pembelian dengan survei yang dilaksanakan pada 400 pengikut akun Tiktok @soniabasill. Penelitian ini bersifat kuantitatif eksplanatif dengan menggunakan metode survei lapangan secara tidak langsung dan penyebaran kuesioner melalui google form. Sampel diambil menggunakan teknik purposive sampling. Data dan hipotesis diuji menggunakan uji regresi linear sederhana. Hasil yang diperoleh dalam penelitian ini menunjukkan bahwa terdapat pengaruh sebesar 4% antara storytelling marketing terhadap keputusan pembelian, sisanya 96% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil penelitian ini menunjukkan bahwa storytelling marketing berpengaruh positif terhadap keputusan pembelian meskipun bernilai rendah. Hal ini membuktikan bahwa storytelling Marketing merupakan strategi pemasaran yang efektif mampu menarik viewers, namun perlu mengembangkan inovasi pemasaran dari Sonia Basil di media sosial.
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Online
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Ginee.Id. (2021). Pengguna TikTok Indonesia Gempar, Potensi Cuan Menggelegar. Diperoleh 18 Februari 2022, dari https://ginee.com/id/
Kim, A., McInerney, P., Smith, T.R., Yamakawa, N. 2020. What Makes Asia-Pasific’s Generation Z Different? McKinsey & Company. Diperoleh 19 Juli 2023, dari https://www.mckinsey.com/business-functions/marketing-and sales/our insights/what-makes-asia-pacifics-generation-z-different
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective 6th. New York: : McGraw-Hil l.
Bungin, Burhan. (2014). Metode Penelitan Kuantiatif. Jakarta: Prenadamedia.
Dahlen, M., Lang F,. & Smith, T. (2010). Marketing Communication: a Brand Narrative Approach. West Sussex: Jhon Willey & Sond ltd.
Denning, Stephen. (2006). Effective Storytelling. Journal Strategy and Leadership. Vol 34 no. 1
Diwyarthi, Ni Desak Made Santi. (2021). Komunikasi Korporat: Panduan Teoritis dan Praktis. Bandung: Widina Bhakti Persada.
Diwyarthi, Ni Desak Made. (2022). Pengantar Manajemen. Indramayu: Adab.
Domazet, A. (2020). The effect of storytelling advertising on consumer evaluation of green fashion in the online shopping environment (Doctoral dissertation).
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of consumer psychology, 14(1-2), 168-180.
Frog, K., Budtz, C., Munch, P., & Blanchetter, S. (2010). Storytelling Branding in Practice. Frderiksber: Samfunds Litteratur Press
Jeong, M. M., Jung, Y., & Koo, D. D. (2015). College students' perceptions of sustainability: A regional survey. Journal of Building Construction and Planning Research, 3(4).
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management. 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Kotler, Philip and Kevin Lane Keller. (2012). Marketing Management. New Jersey: Pearson Pretice Hall, Inc
Mathews, R., & Wacker, W. (2008). What's your story?: storytelling to move markets, audiences, people, and brands. FT Press.
McPheat, Sean. (2011). “Content Marketing. United Kingdom: The Internet Marketing Academy Nepalia, 2011. Brand Management and Its Impact on Consumer Buying Behavior.” International Referred Reseach Journal.
Nilda, C., Erfiza, N. M., & Yasqi, M. F. (2020). Consumers purchasing decisions on local and national retail bakery products based on price. In IOP Conference Series: Earth and Environmental Science (Vol. 425, No. 1, p. 012023). IOP Publishing.
Pan, Lee-Yun. Kuan-Hung Chen. (2019). A Study on the Effect of Storytelling Marketing on Brand Image, Perceived Quality, and Purchase Intention in Ecotourism. Journal Business Administration. Ekoloji 28(107): 705-712(2019).
Peter dan Olson. (2013). Consumer Behavior and Marketing Strategy. Jakarta.
Pravitaswari, N. (2018). Pengaruh Storytelling Marketing Terhadap Brand Equity Dan Keputusan Pembelian (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube) (Doctoral dissertation, Universitas Brawijaya).
Rizkia, R., & Oktafani, F. (2020). The Effect of Storytelling Marketing on Purchasing Decisions Through Brand Equity as Intervening Variable on Gojek in Jakarta. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(1), 48-55.
Sanjaya, Riduan and Tarigan, J. (2019). Creative Digital Marketing. Jakarta: Elex Media Computindo.
Santoso, Slamet. (2013). Stasistika Ekonomi plus Aplikasi SPSS. Ponorogo: Umpo Press.
Sugiyono. (2009). Metode Penelitian Kuantitatif, Kualitatif, Dan R&G. Bandung: Alfabeta.
Sihura, A. S. N. (2021). “Pengaruh Konten TikTok Dr. Yessica Tania Terhadap Keputusan Pembelian Produk Skincare Wanita.”
Swastha, B., & Handoko, T. (2008). Manajemen pemasaran modern. Yogyakarta: Liberty.
Taiminen, H. M., & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/https://doi.org/10.1108/JSBED- 05-2013- 0073
Trisliatanto, D. A. (2020). Metodologi Penelitian: Panduan Lengkap Penelitian. Yogyakarta: Penerbit Andi.
Visser, Marjolein, Berend Sikkenga, & Mike Berry. (2019). Digital marketing fundamentals from strategy to ROI. Taylor & Francis.
ZA, S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 3836-3842.
Online
Analisa.io. (2022). Analisis Instagram dan TikTok. Diperoleh 2 April 2022, dari https://analisa.io/
Erfani, T. (2022). TikTok Ramai Digunakan di Indonesia, Bagaimana Islam Memandangnya. Diperoleh 15 April 2022, dari https://kumparan.com/tesyaerfani123/tiktok-ramai-digunakan-di-indonesia-bagaimana-islam-memandangnya-1xdZE5MQQ8b/full
Ginee.Id. (2021). Pengguna TikTok Indonesia Gempar, Potensi Cuan Menggelegar. Diperoleh 18 Februari 2022, dari https://ginee.com/id/
Kim, A., McInerney, P., Smith, T.R., Yamakawa, N. 2020. What Makes Asia-Pasific’s Generation Z Different? McKinsey & Company. Diperoleh 19 Juli 2023, dari https://www.mckinsey.com/business-functions/marketing-and sales/our insights/what-makes-asia-pacifics-generation-z-different
Published
2023-10-18
How to Cite
Winarni, S. (2023). PENGARUH STORYTELLING MARKETING PADA TIKTOK SONIA BASIL TERHADAP KEPUTUSAN PEMBELIAN. The Commercium, 7(3), 120-128. Retrieved from https://ejournal.unesa.ac.id/index.php/Commercium/article/view/57288
Section
artikel
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