PENGARUH STORYTELLING MARKETING TERHADAP PURCHASE DECISION MELALUI MEDIASI BRAND IMAGE PADA PENGGUNA HMNS PERFUME

Talitha Afrah Rafania, - and Adam Hermawan, - and Adi Prehanto, - (2025) PENGARUH STORYTELLING MARKETING TERHADAP PURCHASE DECISION MELALUI MEDIASI BRAND IMAGE PADA PENGGUNA HMNS PERFUME. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Industri parfum lokal di Indonesia semakin kompetitif, sehingga mendorong merek untuk membangun hubungan emosional dengan konsumen melalui strategi pemasaran yang lebih personal, seperti storytelling marketing. Penelitian ini bertujuan untuk mengetahui pengaruh storytelling marketing terhadap purchase decision dengan brand image sebagai variabel mediasi pada pengguna parfum HMNS. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory research. Data dikumpulkan melalui kuesioner kepada 150 responden menggunakan teknik probability sampling, dan dianalisis dengan analisis jalur serta uji Sobel menggunakan IBM SPSS. Hasil penelitian menunjukkan bahwa storytelling marketing berpengaruh signifikan terhadap brand image dengan nilai koefisien 0,316, dan brand image juga berpengaruh signifikan terhadap purchase decision sebesar 0,929. Pengaruh langsung storytelling marketing terhadap purchase decision tercatat sebesar 0,122, sedangkan pengaruh tidak langsung melalui brand image sebesar 0,293. Hasil uji Sobel menunjukkan nilai Z sebesar 6,637 > 1,96, yang membuktikan bahwa brand image memediasi hubungan antara storytelling marketing dan purchase decision secara signifikan. Temuan ini menegaskan pentingnya strategi pemasaran berbasis narasi dalam membangun brand image yang mampu mendorong keputusan pembelian konsumen. The local perfume industry in Indonesia is increasingly competitive, encouraging brands to build emotional connections with consumers through more personalized marketing strategies, such as storytelling marketing. This study aims to determine the effect of storytelling marketing on purchase decisions with brand image as a mediating variable for HMNS perfume users. This study uses a quantitative approach with an explanatory research method. Data were collected through questionnaires from 150 respondents using a probability sampling technique, and analyzed using path analysis and the Sobel test using IBM SPSS. The results show that storytelling marketing has a significant effect on brand image with a coefficient value of 0.316, and brand image also has a significant effect on purchase decisions of 0.929. The direct effect of storytelling marketing on purchase decisions is recorded at 0.122, while the indirect effect through brand image is 0.293. The results of the Sobel test show a Z value of 6.637 > 1.96, which proves that brand image significantly mediates the relationship between storytelling marketing and purchase decisions. These findings emphasize the importance of narrative-based marketing strategies in building a brand image that can drive consumer purchasing decisions.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=eS9rbO0AAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Adi Prehanto: 6745739
Uncontrolled Keywords:	Citra Merek, Keputusan Pembelian, Pemasaran Berbasis Cerita Brand Image, Purchase Decision, Storytelling Marketing
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Talitha Afrah Rafania
Date Deposited:	08 Aug 2025 08:11
Last Modified:	08 Aug 2025 08:11
URI:	http://repository.upi.edu/id/eprint/135271

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