Dea Julia Anugrah, - (2024) PENGARUH STORYTELLING MARKETING DAN CONSUMER EMOTION TERHADAP REPURCHASE INTENTION: Survei terhadap Followers TikTok Grabid. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh storytelling marketing dan consumer emotion terhadap repurchase intention (Survei terhadap Followers TikTok Grabid). Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 372.300 orang dengan sampel berjumlah 110 responden yang merupakan followers TikTok grabid dengan teknik simple random sampling. Uji instrumen yang digunakan yaitu uji validitas dan reliabilitas serta teknik analisis yang digunakan yaitu uji regresi berganda dengan alat bantu IBM Statistical Product for Service Solutions (SPSS) 26.0 for Windows. Hasil temuan pada penelitian ini menemukan bahwa storytelling marketing, consumer emotion, dan repurchase intention berada pada kategori baik. Sementara itu, secara simultan storytelling marketing dan consumer emotion memiliki pengaruh terhadap repurchase intention. Temuan pada penelitian ini menunjukkan bahwa penerapan storytelling marketing dan consumer emotion dapat membentuk dan meningkatkan repurchase intention pada followers TikTok Grabid. Berdasarkan hasil penelitian, peneliti merekomendasikan untuk meningkatkan penyampaian pesan dalam konten dan terus melakukan peningkatan storytelling marketing sehingga tercipta consumer emotion yang mendorong repurchase intention pada followers TikTok Grabid. This research aims to obtain an overview and influence of storytelling marketing and consumer emotion on repurchase intention (Survey of TikTok Grabid Followers). This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 372,300 people with a sample of 110 respondents who were TikTok grabid followers with simple random sampling technique. The instrument test used is the validity and reliability test and the analysis technique used is the multiple regression test with the IBM Statistical Product for Service Solutions (SPSS) 26.0 for Windows tool. The findings in this study found that storytelling marketing, consumer emotion, and repurchase intention are in the good category. Meanwhile, simultaneously storytelling marketing and consumer emotion have an influence on repurchase intention. The findings in this study indicate that the application of storytelling marketing and consumer emotion can shape and increase repurchase intention in TikTok Grabid followers. Based on the results of the study, researchers recommend improving message delivery in content and continuing to improve storytelling marketing so as to create consumer emotion that encourages repurchase intention in TikTok Grabid followers.
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S_MBS_2006505_Title.pdf Download (801kB) |
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S_MBS_2006505_Chapter1.pdf Download (230kB) |
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S_MBS_2006505_Chapter2.pdf Restricted to Staf Perpustakaan Download (533kB) |
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S_MBS_2006505_Chapter3.pdf Download (419kB) |
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S_MBS_2006505_Chapter4.pdf Restricted to Staf Perpustakaan Download (860kB) |
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S_MBS_2006505_Chapter5.pdf Download (176kB) |
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S_MBS_2006505_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en RD Dian Herdiana Utama: 5993184 Dita Amanah: 5976422 |
| Uncontrolled Keywords: | Storytelling Marketing, Consumer Emotion, Repurchase Intention |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Dea Julia Anugrah |
| Date Deposited: | 23 Jan 2025 06:51 |
| Last Modified: | 23 Jan 2025 06:51 |
| URI: | http://repository.upi.edu/id/eprint/129833 |
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