2024Journal articleFree to read

Pengaruh Storytelling Marketing dalam Video Tiktok Pencarian Matcha ke Jepang Terhadap Minat Pembelian Followers Tiktok @bittersweetbynajla

Dina Zulfa Fauziyyah, Yuliani Rachma Putri

Jurnal Komunikasi Nusantara

Abstract

The pioneer of the number one dessert box in Indonesia Bittersweet By Najla has a marketing focus by utilizing social media, especially Tiktok. The content contained in TikTok @bittersweetbynajla has a marketing strategy using storytelling techniques. Storytelling is an effective technique for distracting various aspects such as action, communication, value transmission, and knowledge. The storytelling marketing strategy used often creates interaction with followers that has the potential to increase purchase intention in @bittersweetbynajla products. Purchase intention can be interpreted as a feeling of being attracted to a product and having the potential to buy. In this research, AIDA theory becomes an indicator of purchase intention variable. This research was conducted to find out the relationship and the magnitude of the influence of storytelling marketing on the purchase intention of @bittersweetbynajla TikTok followers using a quantitative method and involving 100 respondents to @bittersweetbynajla TikTok followers. The results of the study stated that storytelling marketing had a very strong influence on the purchase intention of 99.1% where 0.9% was influenced by other factors based on the calculation of the coefficient of determination. Based on the correlation coefficient test, the significance is 0.000 < 0.05 so there is a positive and very strong relationship between storytelling marketing and purchase intention. Abstrak Pelopor dessert box nomor satu di Indonesia Bittersweet By Najla memiliki fokus pemasaran dengan memanfaatkan media sosial khususnya Tiktok. Konten yang terdapat dalam Tiktok @bittersweetbynajla memiliki strategi pemasaran menggunakan teknik storytelling. Storytelling merupakan teknik yang efektif untuk mendistraksi berbagai aspek seperti…

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Study type

Other / not stated

Assigned automatically from the title, abstract and subject terms.

Topics

Aroma, flavor and sensory Market, culture and sustainability Food products and applications Authenticity and analytical methods

Matcha is a main subject here (named in the title).

Keywords and subject terms

brand storytelling purchase intention TikTok AIDA model social media marketing influencer followers

Cite this study

Dina Zulfa Fauziyyah, Yuliani Rachma Putri. (2024). Pengaruh Storytelling Marketing dalam Video Tiktok Pencarian Matcha ke Jepang Terhadap Minat Pembelian Followers Tiktok @bittersweetbynajla. Jurnal Komunikasi Nusantara. https://doi.org/10.33366/jkn.v6i2.294

DOI: 10.33366/jkn.v6i2.294 · Cited by 1 (OpenAlex)

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