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All Journal Jurnal Inovasi Bisnis Manajemen dan Akuntansi HARAMAIN : Jurnal Manajemen Bisnis
Meitri Wulandari Djaya Negara
Universitas Sahid Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Integration of Content Marketing and Storytelling to Enhance Perceived Value and Purchase Intention toward Local Fashion Brands Meitri Wulandari Djaya Negara; Ragina Gita Amelia; Tezhalonika Marchela; Rusnandari Retno Cahyani
HARAMAIN: Jurnal Manajemen Bisnis Vol. 6 No. 02 (2026): HARAMAIN : JURNAL MANAJEMEN BISNIS
Publisher : Lembaga Penelitian, Penerbitan dan Pengabdian Kepada Masyarakat Institut Badri Mashduqi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66931/jmb-396

Abstract

This study investigates the integration of content marketing and storytelling in enhancing perceived value and purchase intention toward local fashion brands. As competition in the digital marketplace intensifies, local fashion businesses are required to adopt marketing strategies that not only communicate product attributes but also establish meaningful emotional connections with consumers. This research employs a systematic literature review approach by analyzing 21 peer-reviewed articles and industry reports published between 2018 and 2025. Data were collected from reputable academic databases, including Google Scholar, ScienceDirect, Emerald Insight, and Springer Link, and were analyzed using thematic synthesis. The findings reveal that content marketing primarily strengthens consumers’ functional perceived value by providing relevant, informative, and consistent product-related information. In contrast, storytelling enhances emotional perceived value through authentic narratives that foster trust, engagement, and brand attachment. The integration of these strategies generates a synergistic effect that significantly increases purchase intention by combining rational evaluation with emotional involvement. The effectiveness of this integration is influenced by message consistency, cultural relevance, and sustained digital engagement across social media platforms. This study contributes to the marketing literature by providing a comprehensive understanding of how informational and narrative-based communication jointly influence consumer behavior. Practical implications suggest that local fashion brands should develop culturally relevant and authentic digital storytelling strategies to strengthen competitive advantage and foster long-term customer relationships.
Transformasi Strategi Bisnis UMKM Di Era Digital: Tinjauan Literatur Terhadap Efisiensi Operasional dan Adaptasi Pasar Tezhalonika Marchela; Ragina Gita Amelia; Meitri Wulandari Djaya Negara; Rusnandari Retno Cahyani
Jurnal Inovasi Bisnis Manajemen dan Akuntansi Vol. 4 No. 3 (2026): JIBMA : Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jibma.v4i3.387

Abstract

This literature review analyzes how digital transformation reshapes business strategies of Micro, Small, and Medium Enterprises (MSMEs/SMEs) and its implications for operational efficiency and market adaptation. The reviewed research shows that digitisation and digital transformation enhance efficiency, cost reduction, productivity, customer satisfaction, and competitive advantage, especially through social media, websites, e‑commerce, cloud services, big data, and analytics. Digital marketing and data‑driven strategies support brand awareness, product branding, customer engagement, and sustainable performance in highly competitive markets. However, MSMEs, particularly in developing countries, still face obstacles such as low digital literacy, limited financial and technological resources, and uneven digital infrastructure. Success is strongly influenced by leadership, digital competencies, human resources, integrated marketing capabilities, and supportive ecosystems including policies, training, and partnerships. The review positions entrepreneurial and product branding as central elements in leveraging digital transformation for resilient MSME growth.
Co-Authors Ragina Gita Amelia Rusnandari Retno Cahyani Tezhalonika Marchela