2018Journal article
Nirakatriena Pravitaswari, Zainul Arifin, Mukhammad Kholid Mawardi
This study aims 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 had purchased and consumed Allure Matcha Latte products, besides having an email account so they could watch, comment on the Matcha Latte video ad in the form of a short story entitled ALLURE Matcha Latte Story: A Short Movie of Glenn Alinskie & Chelsea Olivia The results show 1) Storytelling Marketing significant effect of 0.561 or 56.1% on Brand Equity; 2) Brand Equity significantly influence 0,749 or 74,9% to Purchase Decision; 3) Storytelling Marketing directly affects significantly 0,431 or 43,1%, to Purchasing Decision, while its influence indirectly equal to 0,420 or 42% through Brand Equity, with total influence 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. Keywords : Storytelling Marketing, Brand Equity, Buying Decision Explanatory Research, and Path Analysis. ABSTRAK Penelitian ini dilakukan tujuannya 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 sehingga bisa menyaksikan, memberikan komentar pada video iklan Matcha Latte dalam bentuk short story dengan judul “ALLURE Matcha Latte Story: A Short Movie of Glenn Alinskie & Chelsea Olivia”. Hasilnya menunjukkan 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…
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Study type
Observational (human)
Surveys, cohorts and consumer studies, with no intervention.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is a main subject here (named in the title).
Nirakatriena Pravitaswari, Zainul Arifin, Mukhammad Kholid Mawardi. (2018). PENGARUH STORYTELLING MARKETING TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube).
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