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All Journal STRATEGIC EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ekonomi Efektif Journal of Trends Economics and Accounting Research Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Eka Septiarini
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Jenderal Achmad Yani, 40531, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Journal : STRATEGIC

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Brand Storytelling dan Purchase Decision Sepatu Olahraga yang Dimediasi Customer Brand Engagement di Bandung Raya Eka Septiarini
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 23, No 1 (2023): STRATEGIC
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v23i1.57757

Abstract

Many companies have implemented social media in terms of product promotion. Ease and efficiency are the fundamental reasons why social media, such as Instagram and TikTok, are the main platforms for product marketing. One way to promote using social media is to make a brand storytelling video to introduce the product offered, in this case, sports shoes. This study aimed to determine the relationship between customer brand engagement and purchasing decisions for sports shoes, especially in Greater Bandung. The method used in this study is descriptive and associative, in which the survey is distributed to respondents who live in Greater Bandung. The analysis results using descriptive and associative quantitative methods show that two independent variables, namely Brand Storytelling (BS) and Customer Brand Engagement (CBE), significantly influence purchasing decisions (PD) for sports shoe products, both directly and when consumer brand engagement acts as a mediator on purchase decision.
Co-Authors Abdul Ahmad Hafidh Karamang, Ezra Novi Susyani Trisnia Manggiasih