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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal Bisnis International conference on Information Technology and Business (ICITB) Akuisisi : Jurnal Akuntansi Prosiding Seminar Nasional Darmajaya Jurnal Cendikia International Journal of Economics Development Research (IJEDR) Indonesian Journal of Global Health research Annals of Management and Organization Research Jurnal Media Ekonomi Jurnal Dharma Bhakti Ekuitas Studi Ilmu Manajemen dan Organisasi Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal of Management Analytical and Solution International Journal of Educational Research Excellence (IJERE) Journal of Artificial Intelligence and Digital Business Apollo: Journal of Tourism and Business Innovative: Journal Of Social Science Research Jurnal Manajemen dan Bisnis (JMB) Jurnal Enterpreneur dan Bisnis (JEBI) Journal of Economics and Management Scienties Journal of Social Science and Business Studies Journal of Economics and Public Health Diteksi : Jurnal Pengabdian Kepada Masyarakat Journal Of Management Analytical and Solution (JoMAS) J-CEKI Jurnal UNIV.BI MENGABDI
Susi Indriyani
STIE Mitra Lampung, Jl. Z.A Pagar Alam No 7, Gedong Meneng Bandar Lampung, 0721 788960 Program Studi Manajemen STIE Mitra Lampung
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Journal : International Journal of Economics Development Research (IJEDR)

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Content is King: The Economic Impact of Powerful Narratives in Driving Brand Engagement and Consumer Value Octavia, Ria; Derina Yusda, Desi; Indriyani, Susi; Meidasari, Evi; Silvia, Dewi
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 2 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i2.6571

Abstract

This study investigates the impact of a powerful narrative on brand engagement among Tokopedia users, focusing on the mediating roles of customer perception and content engagement. Using a quantitative research design and structural equation modeling (SEM) via Smart PLS, data were collected from 150 management students in Bandar Lampung who use the Tokopedia platform. The findings reveal that emotional engagement and message consistency significantly enhance the perception of a powerful narrative, which in turn positively influences customer perception and content engagement. Both customer perception and content engagement serve as critical mediators, amplifying the narrative's effect on brand engagement. These results suggest that a well-crafted narrative, reinforced by emotional resonance and message consistency, can deepen customer loyalty and advocacy by fostering favorable perceptions and active engagement with brand content. This study highlights the importance for e-commerce platforms like Tokopedia to leverage emotionally engaging and consistent narratives to enhance customer relationships and secure a competitive advantage in digital markets.
Co-Authors Alie, Maria Septijantini Amalia Mustika Amalia Mustika, Amalia Andi Surya, Andi Anugerah Sanjaya Aprilia Hari Purnama Ardiyanto Maksimilianus Gai Bakti, Umar Bangsawan, Laksamana Benny Setiawan, Benny Brajanoto, Destoprani Chotimah, Tri Husnul CN, Yudhinanto Desmon, Desmon Dirayati, Fadhilah Ekatama Surya, Renandi Ekatama, M. Renandi Enzovani, Senna Faisal Abubakar Fatimah Malini Lubis Haribowo, Rio Hasbullah Hasbullah Helmita, Helmita Isabella, Astrid Aprica Kusuma, Desta Surya Lenny Nuraeni, Lenny Livana Ph, Livana Loliyana, Rina Loliyani, Rini M O, Prima Rini Marasabessy, Fachria Yamin Mardiana, Selvy Mawarni, Rima Meidasari, Evi Muhammad Ade Kurnia Harahap Nanda, Rizki Amri Nur ‘Azah Nyoman Tyo Awidianto Octavia, Ria Oktaria, Eka Travilta Pipit Novila Sari Pitriani, Emi Rahmadi, Ahmad Ryan Rami Irna Putri Ratna Rintaningrum Ratna Rintaningrum, Ratna Reny WA, Armalia Riska Ramadhina, Yovita Rizki Amelia Rizki Amelia Santoso, Wiwit Tabah Sari, Nuri Anjar Sari, Oktavia Nila Silvia, Dewi Sri Mulyani Surya, M. Renandi Ekatama Tri Citra Aulia Sukma Tyas Desita Wengrum Uswandi, Uswandi WA, Armalia Reny Wardana, Made Ali Widaryo, Chandika Mahendra Wulandari, Ayu Ratna Yusda, Desi Derina