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All Journal ADI Journal on Recent Innovation (AJRI) ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Natalie Bibils
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Religion Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Library & Information Science

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Digital Storytelling Strategy and Visual Branding in Enhancing Brand Resonance in Footwear Startupreneur Sausan Raihana Putri Junaedi; Ninda Lutfiani; Tuti Nurhaeni; Natalie Bibils
ADI Journal on Recent Innovation (AJRI) Vol. 8 No. 1 (2026): September
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/ajri.v8i1.1485

Abstract

The rapid development of digital technology has encouraged startupreneur footwear businesses to implement innovative digital branding strategies to attract and retain consumers. This study aims to analyze the influence of digital storytelling and visual branding on brand resonance in startupreneur footwear businesses. A quantitative approach was employed, with data collected through questionnaires, social media observation, and literature studies. A total of 100 respondents were selected using purposive sampling. Data analysis was conducted using SmartPLS to evaluate the measurement and structural models. The findings indicate that digital storytelling and visual branding have a positive and significant influence on brand resonance. Digital storytelling has a positive and significant effect on brand resonance (β = 0.49, t = 5.27), while visual branding also has a positive and significant effect (β = 0.38, t = 3.90). Together, digital storytelling and visual branding explain 65% of the variance in brand resonance (R² = 0.65). Digital storytelling through authentic and emotionally engaging content increases consumer engagement and emotional connection with the brand. Meanwhile, visual branding through consistent visual identity, color usage, logo, and social media design strengthens brand recognition and consumer trust. The integration of digital storytelling and visual branding can enhance customer loyalty, repeat purchase intention, and Electronic Word of Mouth (e- WOM). Furthermore, Instagram and TikTok play important roles in supporting digital branding strategies for footwear businesses. This study contributes to digital marketing and branding strategies while supporting the Sustainable Development Goals (SDGs), particularly SDG 8 and SDG 9.
Optimizing Pricing and Digital Marketing to Strengthen Consumer Loyalty in Startupreneur: Optimalisasi Harga dan Digital Marketing untuk Meningkatkan Loyalitas Konsumen Startupreneur Po Abas Sunarya; Muhamad Ikhsan Mustopa; Dwi Julianingsih; Natalie Bibils; Chua Toh Hua
ADI Bisnis Digital Interdisiplin Jurnal Vol 6 No 1 (2025): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/abdi.v6i1.1224

Abstract

In the digital economy era, consumer loyalty has become a strategic asset for startupreneurs operating amid dynamic competition and information dense markets. This study examines the integrative role between pricing strategies based on Behavioral Economics principles and digital marketing approaches in shaping and enhancing consumer loyalty. Techniques such as anchoring price, scarcity marketing, bundling, and framing are synergistically combined with digital marketing tactics including social media utilization, content personal ization, and micro influencer engagement to create more resonant and recur ring consumer experiences. Through a qualitative method based on litera ture studies and observations of several digital startups in Indonesia, this study finds that ethical price optimization and adaptive digital campaigns not only drive short-term conversions but also build customer trust and retention in the long term. These findings indicate that strategies rooted in consumer behavior understanding and supported by digital marketing technology can serve as an important catalyst for the sustainable growth of startupreneurs. Recommendations are formulated to encourage the implementation of strategies that are not only market-competitive but also aligned with transparency, sustainability, and modern business ethics. The novelty of this study lies in its integrative approach, combining behavioral-based pricing strategies with digital marketing techniques to build consumer loyalty among startupreneurs. This approach remains under explored in the context of startups in developing countries, particularly Indonesia, and thus offers a fresh perspective for sustainable digital business models.
Co-Authors Chua Toh Hua Dwi Julianingsih Muhamad Ikhsan Mustopa Ninda Lutfiani Po Abas Sunarya Sausan Raihana Putri Junaedi Tuti Nurhaeni