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All Journal Jurnal Manajemen Bisnis Jurnal Media Wahana Ekonomika Jurnal Intelektualita: Keislaman, Sosial, dan Sains JBTI : Jurnal Bisnis : Teori dan Implementasi JURNAL MANAJEMEN MOTIVASI DIJB (Diponegoro International Journal of Business) Jurnal Ilmu Kesehatan Masyarakat (The Public Health Science Journal) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Abdi Insani Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JMK Jurnal Manajemen dan Kewirausahaan Sricommerce: Journal of Sriwijaya Community Services Jurnal Nasional Manajemen Pemasaran dan SDM Journal of Management and Digital Business Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Abdimas Musi Charitas ECONOMIST: Jurnal Ekonomi dan Bisnis Jurnal Ilmu Kesehatan Masyarakat (The Public Health Science Journal)
Mavilinda, Hera Febria
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences

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Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Mavilinda, Hera Febria; Putri, Yulia Hamdaini; Nazaruddin, Akhmad
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.17830

Abstract

Research aims: This study examines the relationship between storytelling marketing and customer engagement and its direct and indirect influence on purchasing decisions. Customer engagement serves as an intervening variable mediating the relationship between storytelling marketing and purchasing decisions.Design/Methodology/Approach: The research questionnaire was distributed to 200 respondents over 17 years who were active users of Instagram social media. The data analysis technique was a quantitative method employing Analysis of Structural Equation Modelling (SEM) operated through the Analysis of Moment Structure (AMOS) program.Research findings: The study's results demonstrated that storytelling marketing directly and significantly affected customer engagement and did not directly affect purchasing decisions. In addition, there was a positive and significant influence between customer engagement and purchasing decisions, and customer engagement mediated the relationship between storytelling marketing and purchasing decisions. Theoretical Contribution/Originality: Research on storytelling marketing in the context of social media platforms is new in marketing. Most previous research discussed the relationship of storytelling marketing to brand reinforcement and identity. Therefore, this study attempted to integrate the relationship model between storytelling marketing and purchasing decisions by adding customer engagement as an intervening variable.Practitioners/Policy Implications: This research can provide marketers insight into creating exciting and creative marketing content through storytelling marketing that can encourage consumer involvement in a brand or product to generate follow-up action and influence consumer purchasing decisions.Research Limitations/Implications: This research only focused on marketing storytelling and customer engagement variables, generally influencing consumer purchasing decisions on the Instagram social media platform. Hence, future research can focus more on one research object from a brand or product and develop other variables related to customer engagement from a different perspective.
PELATIHAN PEMBUATAN PRODUK DIGITAL DAN TEKNIK PEMASARANNYA BAGI GURU SD ISLAM MAHAD DARUSSALAM Mavilinda, Hera Febria; Putri, Yulia Hamdaini; Idrad, Yusuf Radityawan; Siregar, Tika Rahma Yani; Rinandy, Alditya Aris
Jurnal Abdi Insani Vol 13 No 1 (2026): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v13i1.3412

Abstract

The advancement of digThe advancement of digital technology has significantly transformed the realm of education, especially in the creation and distribution of instructional materials. Elementary school educators must exhibit greater creativity and adaptability in developing engaging, interactive learning materials that align with the features and requirements of contemporary pupils. Nevertheless, numerous elementary school educators in the domain remain deficient in the competencies required to develop high-quality digital educational materials, such as e-books and worksheets, and lack comprehension of digital marketing strategies to enhance the visibility of their goods. This service program provides training for the development of two categories of digital products: worksheets derived from primary school curricula and fundamental digital marketing strategies. The techniques for implementing the activities encompass socializing, training, and mentorship. The activity's results indicate that the teachers successfully developed e-books and worksheets and effectively promoted the products via their social media platforms. ital technology has significantly transformed the realm of education, especially in the creation and distribution of instructional materials. Elementary school educators must exhibit greater creativity and adaptability in developing engaging, interactive learning materials that align with the features and requirements of contemporary pupils. Nevertheless, numerous elementary school educators in the domain remain deficient in the competencies required to develop high-quality digital educational materials, such as e-books and worksheets, and lack comprehension of digital marketing strategies to enhance the visibility of their goods. This service program provides training for the development of two categories of digital products: worksheets derived from primary school curricula and fundamental digital marketing strategies. The techniques for implementing the activities encompass socializing, training, and mentorship. The activity's results indicate that the teachers successfully developed e-books and worksheets and effectively promoted the products via their social media platforms.
From Swipe to Buy : Rethingking Digital Marketing Effectiveness Through Social Media Advertising Features Mavilinda, Hera Febria
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol. 17 No. 1 (2026): April 2026
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In the increasingly competitive digital market, advertising features on social media have become the cornerstone of effective digital marketing strategies for e-commerce businesses. However, empirical studies examining how these features influence purchase intention through brand-related constructs remain limited. This study aims to analyze the effect of social media advertising features on consumers’ purchase intention, with brand awareness and brand trust serving as mediating variables. The research adopts the Unified Theory of Acceptance and Use of Technology (UTAUT) as a conceptual framework to explain the relationship between social media advertising features and purchase intention, as well as to investigate the mediating roles of brand awareness and brand trust. A quantitative approach with a causal research design was employed. Primary data were collected through an online questionnaire distributed to 200 millennial and Gen Z respondents in Palembang City who actively use Instagram, follow Tokopedia’s official account, and have been exposed to its advertisements. Data were analyzed using Structural Equation Modeling (SEM) with the AMOS software. The results reveal that social media advertising features significantly influence purchase intention both directly and indirectly through brand trust, whereas brand awareness has no direct effect on purchase intention. These findings highlight the critical role of brand trust in enhancing the effectiveness of technology-based social media advertising.
PENGARUH KREDIBILITAS STREAMER DAN HARGA PADA LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WARDAH (STUDI KASUS PADA GEN Z DI KOTA PALEMBANG) Pebriana, Putri Hafiliah; Nailis, Welly; Putri, Yulia Hamdaini; Nofiawaty, Nofiawaty; Yanovi, Ana; Iisnawati, Iisnawati; Mavilinda, Hera Febria
ECONOMIST: Jurnal Ekonomi dan Bisnis Vol. 3 No. 2 (2026): April 2026
Publisher : CV Sentra Nusa Connection

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63545/economist.v3i2.214

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas streamer dan harga pada live streaming TikTok terhadap keputusan pembelian produk skincare Wardah pada gen z di Kota Palembang. Dengan menggunakan metode kuantitatif, penelitian ini mengumpulkan data dari 100 responden gen z pengguna produk wardah di Kota Palembang. Analisis data dilakukan dengan regresi linear berganda untuk menguji hubungan antara variabel independen dan dependen. Hasil penelitian menunjukkan bahwa kredibilitas streamer dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial maupun simultan. Implikasi dari penelitian ini adalah pentingnya meningkatkan kredibilitas streamer dan penetapan harga yang efektif dalam mempertahankan keputusan pembelian produk skincare Wardah pada gen z di Kota Palembang.
The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce Wahab, Zakaria; Shihab, Muchsin Saggaf; Hanafi, Agustina; Mavilinda, Hera Febria
JURNAL MANAJEMEN MOTIVASI Vol 14 No 1 (2018): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1112.962 KB) | DOI: 10.29406/jmm.v14i1.1030

Abstract

The purpose of this study is to analyze the direct and indirect influence of onlineshopping motivation and product browsing on impulsive buying, where productbrowsing as a mediation variable between online shopping motivation and impulsivebuying. This study is quantitative. Questionnaires were distributed to women whohave purchased fashion product in social commerce, i.e., Instagram as the targetrespondents. Using a convenience sampling technique, a total sample of 300respondents were obtained. Hypotheses were tested using Structural Equation Model(SEM). The results showed that online shopping motivation on hedonic motivationvariable has a significantly direct effect on product browsing and impulsive buying,while utilitarian motivation variable has significantly direct effect only on productbrowsing. Other than that the product browsing variable has a significantly directeffect on impulsive buying and it's mediating between online shopping motivationand impulsive buying.
Co-Authors Abrar, Muhammad Iqbal Agustina Hanafi Ahmad MAULANA Akhmad Nazaruddin, Akhmad Andaiyani, Sri Andriana, Isni Annisa, Audi Rizky Aslamia Rosa Defira, Citra Dhiya’ulhaq, Muhammad Daffa Hikmah, Nur Suci Idrad, Yusuf Radityawan Iisnawati, Iisnawati Islahuddin Daud, Islahuddin Karimudin, Yos Kristian, Dery Kumalasari, Farida Lina Dameria Siregar Lusfia, Tiara Kemala Melinia, Fitri Nofiawaty Nofiawaty Nofiawaty Pebriana, Putri Hafiliah Puteri, Fatimah Eka Rinandy, Alditya Aris Rosa, Aslamia Rosa Sadikin, Rahmad Shihab, Muchsin Saggaf Siregar, Muhammad Ichsan Siregar, Tika Rahma Yani Thamrin, Kemas Muhammad Husni Welly Nailis, Welly Yanovi, Ana Yulia Hamdaini Putri Yunita, Dessy Zakaria Wahab, Zakaria