PENGARUH STORYTELLING MARKETING DALAM VIDEO TIKTOK PENCARIAN MATCHA KE JEPANG TERHADAP MINAT PEMBELIAN FOLLOWERS TIKTOK @BITTERSWEETBYNAJLA
DINA ZULFA FAUZIYYAH

Informasi Umum

Kode

23.04.3314

Klasifikasi

372.677 - Storytelling

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Storytelling

Dilihat

417 kali

Informasi Lainnya

Abstraksi

<p>ABSTRAK<br role="presentation" /> Pelopor dessert box nomor satu di Indonesia Bittersweet By Najla memiliki fokus<br role="presentation" /> pemasaran dengan memanfaatkan media sosial khususnya Tiktok. Konten yang terdapat dalam<br role="presentation" /> Tiktok @bittersweetbynajla memiliki strategi pemasaran menggunakan teknik storytelling.<br role="presentation" /> Storytelling merupakan teknik yang efektif untuk mendistraksi berbagai aspek seperti aksi,<br role="presentation" /> komunikasi, transimisi nilai, dan pengetahuan. Strategi storytelling marketing yang digunakan<br role="presentation" /> seringkali menimbulkan interaksi dengan followers-nya. Interaksi tersebut berpotensi untuk<br role="presentation" /> meningkatkan minat pembelian terhadap produk @bittersweetbynajla. Minat pembelian dapat<br role="presentation" /> diartikan sebagai perasaan tertarik terhadap suatu produk serta berpotensi untuk membeli produk<br role="presentation" /> tersebut. Dalam penelitian ini teori AIDA dijadikan indikator variabel minat pembelian. Penelitian<br role="presentation" /> ini dilakukan untuk mengetahui ada tidaknya pengaruh serta besaran pengaruh storytelling<br role="presentation" /> marketing terhadap minat pembelian pada followers TikTok @bittersweetbynajla dengan<br role="presentation" /> menggunakan metode kuantitatif dan melibatkan 100 responden followers TikTok<br role="presentation" /> @bittersweetbynajla. Hasil penelitian menyatakan bahwa storytelling marketing memiliki<br role="presentation" /> pengaruh yang sangat kuat terhadap minat pembelian sebesar 99,1% dimana 0,9% dipengaruhi<br role="presentation" /> oleh faktor lain berdasarkan perhitungan koefisien determinasi. Sedangkan berdasarkan uji<br role="presentation" /> koefisien korelasi, hasil signifikansi 0,000<0,05 sehingga terdapat hubungan positif dan sangat<br role="presentation" /> kuat antara storytelling marketing dan minat pembelian.<br role="presentation" /> Kata Kunci: storytelling marketing, minat pembelian, media sosial, AIDA</p>

<p> </p>

<p>ABSTRACT<br role="presentation" /> The pioneer of the number one dessert box in Indonesia Bittersweet By Najla has a<br role="presentation" /> marketing focus by utilizing social media, especially Tiktok. The content contained in TikTok<br role="presentation" /> @bittersweetbynajla has a marketing strategy using storytelling techniques. Storytelling is an<br role="presentation" /> effective technique for distracting various aspects such as action, communication, value<br role="presentation" /> transmission, and knowledge. The storytelling marketing strategy used often creates interaction<br role="presentation" /> with followers that has the potential to increase purchase intention in @bittersweetbynajla<br role="presentation" /> products. Purchase intention can be interpreted as a feeling of being attracted to a product and<br role="presentation" /> having the potential to buy. In this research, AIDA theory becomes an indicator of purchase<br role="presentation" /> intention variable. This research was conducted to find out the relationship and the magnitude of<br role="presentation" /> the influence of storytelling marketing on the purchase intention of @bittersweetbynajla TikTok<br role="presentation" /> followers using a quantitative method and involving 100 respondents to @bittersweetbynajla<br role="presentation" /> TikTok followers. The results of the study stated that storytelling marketing had a very strong<br role="presentation" /> influence on the purchase intention of 99.1% where 0.9% was influenced by other factors based<br role="presentation" /> on the calculation of the coefficient of determination. Based on the correlation coefficient test, the<br role="presentation" /> significance is 0.000<0.05 so there is a positive and very strong relationship between storytelling<br role="presentation" /> marketing and purchase intention.<br role="presentation" /> Keyword: storytelling marketing, purchase intention, social media, AIDA</p>

• SK311093 - INTEGRATED MARKETING COMMUNICATION

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