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Strategic Storycrafting in Niche Markets as a Catalyst for Consumer Loyalty Dynamics Hasan, Syahril; Hasan, Samsurijal; Darusman; Supriadi, Asep
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.3858

Abstract

Competition in the increasingly segmented non-timber forest product market demands strategic differentiation that emphasizes not only product quality but also narratives reflecting ecological and social values. This study aims to analyze the influence of strategic storycrafting on consumer loyalty to forestry products based on local desires and identities. The study used a qualitative-descriptive approach with a case study method in three community forestry business groups in Yogyakarta and West Java that develop essential oil products and bamboo crafts. Data were collected through in-depth interviews with nine informants, consisting of business owners, local craftsmen, and active consumers, and supported by observations of digital promotional activities and social media documentation. Data analysis was conducted thematically through reduction, categorization, and interpretation of the meaning of consumer responses to the constructed narratives. The results show that narratives emphasizing the environment, cultural heritage, and community empowerment increase consumer emotional engagement, reflected in repeat purchasing behavior and brand loyalty. Strategic storycrafting plays a role as a catalyst in building long-term relationships between producers and consumers and increasing the added value of forestry products.
Co-Authors Ahmad, Mamad Ali Asgar Ali, Tengku Intan Marlina Tengku Mohd Amalia, Fara Dela Tasya Chrisna Djaya Mungok Darmika, Andi Muhammad Trisna Yudi Darusman Dede Hidayatullah Degdo Suprayitno Ganika, Gerry Hapsari, Paramesthi Wulan hasan, samsurijal Juanda . Kartasih, Asih Mulyani, Ana Susi Mulyaningsih Mulyaningsih Mushida, Nazla Musran Munizu Nining Nur Alaini, Nining Nur Purnamasari, Eva Raden Mohamad Herdian Bhakti Rahmatullah, Nana Rosita Hermiyati Rufi'i Saefuddin Saefuddin Sono, Mohammad Gifari Sugianto, Efendi Suseno, Bambang Dwi Swissa, Indira Ratu Syahril Hasan Trisdyani, Henna Utami, Eva Yuniarti Veithzal Rivai Zainal Yanto Azie Setya, Yanto Azie