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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.
Co-Authors AA Sudharmawan, AA Achani Rahmania Az Zahra Achmad Nizar Hidayanto Adam Faturahman Ade Iriani Adi Setiawan Agung Rizky Ajeng Toyibah, Restu Alfian Dimas Ahsanul Rizki Ahmad Ali Djamhuri Amelia, Sindy Aminuyati Amsyar, Izwan Anderson, Evelyn Andriyansah Anggy Giri Prawiyogi Ankur Singh Anwar, Aang Solahudin Ariesya Aprillia Arif Andika Arini Dwi Lestari Arini Dwi Lestari Astriyani, Erna Atika Sari, Apriani Aulia Anjani, Sheila Bintoro, B. P. Kusumo Choiriyah Citra Yulian Kristanti Cristhopher, Ethan Daelami Ahmad Danang, Danang Desy Apriani Dhea Ayunanda Astrieta Djatmiko, Budi Edward Boris P Manurung Edward Boris P Manurung Efa Ayu Nabila Efa Ayu Nabila Eka Dian Astuti Eka Purnama Harahap Endah Nirmala Dewi Erick Febriyanto Ersa Aura Natasya Fadhilah, Andi Farida Agustin, Farida Faturahman, Adam Fauziah, Zaleha Fauziyah, Nida Febiani, Dyah Ayu Febrianto, Kurnia Rizky Fernando Fhia Amelia Firman Hanafi Fitra Putri Oganda Fitra Putri Oganda Fitria Marwati Suryaman Ginting Munthe, Rusli Harahap, Eka Purnama HARYANTO Hasta Sulistyaningrum Hendra Kusumah Hindriyanto Dwi Purnomo Ida Farida Indri Handayani Indri Handayani Indri Handayani, Indri Irwan Sembiring Isabella Yaumil Annisa Ita Sari Perbina Manik Iwan Setyawan Julianingsih, Dwi Juniar, Hega Lutfilah Juniar, Hega Lutfilah Juniar Kanon Mommsen Wongkar Khasanah, Kartika Trissanti Khoirunisa, Alfiah Kristanti, Citra Yulian Latifah, Haznah Leli Lestari Santoso, Nuke Puji Lidya Wijayanti Manik, Ita Sari Perbina Mardiana Mardiana Mardiansyah, Aditya Maria Saraswati Marviola Hardini Maulahikmah Galinium Meria, Lista Millah, Shofiyul Moch Sandi Alpansuri Mochamad Heru Riza Chakim Mochamad Sandi Alpansuri Mohammed Iftequar Ali Moyo, Kgomotso Muhamad Yusup Muhammad Fachri Sholahuddin Muhammad Rehan Anwar Muhammad Suzaki Zahran Muhammad Suzaki Zahran Mumen, Md. Abdul Muttaqin Choiri Nabila, Efa Ayu Natalia, Ester Ananda Natalie Bibils Noah Rangi Noah Rangi Novriyanti, Bunga Nuke Puji Lestari Santoso Nur Aeni Trisna Lestari Nuryani Nuryani Padeli Po Abas Sunarya Pratikto, Hendro pratiwi, Dinda suci Pratomo Cahyo Kurniawan Priandito Primasatria Edastama, Primasatria Qurotul Aini Qurotul Aini Qurotul Aini Qurotul Aini Qurotul Aini Rakhmansyah, Mohamad Ramadan, Ahmad Resti Rahmawati Retno Setyaningrum Richard Evans Ridan Ahsani Te Awhina Ridhuan Ahsanitaqwim Rifqa Nabila Muti Riskhandini, Dinda Putri Riya Widayanti Rizky, Agung Rochmawati Rochmawati Saga, Rivialdo Sultan Santoso, Nuke Puji Lestari Sausan Raihana Putri Junaedi Septian, Rafly Ananda Dwi Septiani, Nanda Shepard, Anjani Shofiyul Millah Sigit Anggoro Siti Nurindah Sari Sri Mariyati, Wayan Sri Watini Sriyatin S Sudaryono Sudaryono Sulistiawati Sulistiawati Sulistio Sulistio Sunarjo, Richard Andre Suryaman, Fitria Marwati Suryari Purnama Sutarto Wijono Sutisna, Felix Syaidina, Musidiansyah Otto Tarisya Ramadhan Tatik Mariyanti, Tatik Tessa Handra Tessa Handra Tsara Ayuninggati Tuti Nurhaeni Tuti Nurhaeni Untung Rahardja Untung Raharja Untung Raharja Van Persie, Iky Viedya Wildan Wahyu Ningsih Wahyu Setya Wardana Widhy Setyowati Widya Febriani Wijayanti, Lidya Winanti Yolandari, Aulia Yusuf, Natasya Aprila Zahran, Muhammad Suzaki Zakaria, Noor Azura