Pengaruh Storytelling Marketing Terhadap Brand Equity Dan Keputusan Pembelian (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube)

Pravitaswari, Nirakatriena (2018) Pengaruh Storytelling Marketing Terhadap Brand Equity Dan Keputusan Pembelian (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube). Sarjana thesis, Universitas Brawijaya.

Abstract

Salah satu strategi yang bisa digunakan untuk menciptakan emosi atau perasaan senang dan tidak senang yang muncul saat mengonsumsi produk dari suatu merek adalah storytelling marketing. Strategi storytelling marketing membantu konsumen dalam mengingat suatu merek, hal ini membantu terbentuknya brand equity konsumen terhadap merek. Brand Equity yang terbentuk dapat mempengaruhi rasa percaya diri konsumen dalam mengambil keputusan pembelian. Tujuan dari penelitian ini adalah untuk menguji pengaruh Storytelling Marketing terhadap Brand Equity serta dampaknya pada Keputusan Pembelian. Survei dilakukan pada 100 netizen aktif yang pernah membeli dan mengonsumsi produk Allure Matcha Latte, selain itu memiliki akun email dan bisa melihat/ menonton, memberikan komentar maupun subscribe pada video iklan ALLURE Matcha Latte dalam bentuk short story dengan judul “ALLURE Matcha Latte Story: A short Movie of Glenn Alinskie & Chelsea Olivia”. Jenis penelitian ini adalah explanatory research atau penelitian penjelas, dengan menggunakan pendekatan kuantitatif. Analisis data dilakukan dengan menggunakan path analysis. Hasil dari penelitian ini menunjukkan bahwa 1) Storytelling Marketing berpengaruh signifikan sebesar 0,561 atau 56,1% terhadap Brand Equity; 2) Brand Equity berpengaruh signifikan sebesar 0,749 atau 74,9% terhadap Keputusan Pembelian; 3) Storytelling Marketing secara langsung berpengaruh signifikan sebesar 0,431 atau 43,1% terhadap Keputusan Pembelian dan secara tidak langsung sebesar 0,420 atau 42% melalui Brand Equity, dengan total pengaruh 0,851 atau 85,1%. Temuan dalam penelitian ini menunjukkan bahwa Storytelling Marketing merupakan salah satu strategi yang efektif dalam membentuk Brand Equity sehingga dapat mempengaruhi Keputusan Pembelian. Namun diperlukan pengembangan dan pengkajian lebih dalam lagi penelitian dengan tema Storytelling Marketing, mengingat penelitian dengan tema ini belum banyak dikaji di Indonesia.

English Abstract

One strategy that can be used to create emotions or feelings of pleasure and displeasur that arise when consuming a brand is storytelling marketing. The strategy of storytelling marketing helps the consumer in remembering a brand, it helps form the brand equity of the consumer against the brand. Brand Equity is formed can affect consumer confidence in making purchasing decisions. The purpose of this study is to examine the effect of Storytelling Marketing on Brand Equity and its impact on Purchase Decision. The survey was conducted on 100 active netizens who have bought and consumed Allure Matcha Latte products, in addition to having an email account and can view / watch video, comment or subscribe to ALLURE Matcha Latte's video ad in the form of a short story entitled "ALLURE Matcha Latte Story: A Short Movie of Glenn Alinskie & Chelsea Olivia ". This type of research is explanatory research, using a quantitative approach. Data analysis was done by using path analysis. The results of this study indicate that 1) Storytelling Marketing significant effect of 0.561 or 56.1% of Brand Equity; 2) Brand Equity significantly influence 0,749 or 74,9% to Purchase Decision; 3) Storytelling Marketing either directly has a significant effect of 0.431 or 43.1% on Purchase Decision, and indirectly effect of 0.420 or 42% through Brand Equity, with a total influence of 0.851 or 85.1%. The findings in this study indicate that Storytelling Marketing is one of the effective strategy in forming Brand Equity so that it can influence Purchasing Decision. However, further research and development in the Storytelling Marketing field is needed, since research with this theme has not been widely studied in Indonesia.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/218/051803060
Uncontrolled Keywords: Storytelling Marketing, Brand Equity, Keputusan Pembelian, Explanatory Research, dan Path Analysis
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 17 May 2018 01:45
Last Modified: 26 Oct 2021 04:05
URI: http://repository.ub.ac.id/id/eprint/10620
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