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All Journal Jurnal Ilmiah Komunikasi Makna MetaKom : Jurnal Kajian Komunikasi Jurnal Ilmu Komunikasi ProTVF JRK (Jurnal Riset Komunikasi) PRofesi Humas Jurnal Komunikasi PROSIDING KOMUNIKASI Martabe : Jurnal Pengabdian Kepada Masyarakat PRoMEDIA JISIP: Jurnal Ilmu Sosial dan Pendidikan Communication Avant Garde Jurnal Mutakallimin : Jurnal Ilmu Komunikasi Akrab Juara : Jurnal Ilmu-ilmu Sosial Nivedana : Jurnal Komunikasi dan Bahasa Jurnal Pengabdian Kepada Masyarakat Jurnal Komunikasi dan Budaya CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia KOMUNIKATA57 ArtComm : Jurnal Komunikasi dan Desain Jurnal Ilmu Sosial dan Humaniora Innovative: Journal Of Social Science Research Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Journal of Educational Management Research Artinara AGUNA: Jurnal Ilmu Komunikasi Komunikatif : Jurnal Ilmiah Komunikasi
Nawiroh Vera
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Analisis Narasi dan Storytelling dalam Iklan Digital Shopee di YouTube Rabiah Isti Maesaroh Arrasyid; Nawiroh Vera
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humani... Vol. 4 No. 2 (2026): Mei: TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v4i2.2205

Abstract

This study examines the narrative structure and storytelling techniques in the Shopee Big Ramadan Sale 2023 advertisement on YouTube. Using a qualitative approach with descriptive-interpretive analysis, the research explores how storytelling influences consumer perception and emotional engagement. Data were collected through documentation and visual text observation, encompassing narrative elements, dialogue, character, gestures, color, background music, and on-screen text. Data analysis followed the model proposed by Miles & Huberman (1992), comprising three stages: data reduction, data display, and conclusion drawing. The findings reveal that storytelling in the Shopee advertisement was constructed through a simple yet culturally relevant narrative, integrating Ramadan values such as solidarity, care, and togetherness. The presence of public figures Komeng and Wika Salim strengthened emotional bonds between the audience and the brand. Visual and audio elements, including warm colors, religious-nuanced music, and Ramadan-themed visuals deepened the emotional meaning conveyed. The use of YouTube as a distribution platform enhanced the effectiveness of storytelling through dynamic audio-visual content and interactive features. Overall, this study confirms that storytelling is a key strategy in digital marketing communication, capable of increasing brand recall, shaping positive brand perception, and influencing consumer purchase intention.
Co-Authors Achmad Jamil Adrie Arief Wibisono Afrina Sari Ahmad Toni, Ahmad Alya Salsabila, Rifqa Anam, Misbahul Anastasya Putri Christanty Artyasto Jatisidi Aryowibowo, Denny Ayundasari, Ayundasari Azis, Fikri Azizi, Adira Dzaki Basit, Abdul Christanty, Anastasya Putri DAVID RANDY Deasifa Aqmarina Dian Fermina Mawati Waruwu Dinda Arya Ramadhani Doddy Wihardi Fikri Azis Hadinda Maharani Sekar Putri Harahap, M. Alfansyah Hardjianto, Mardi Imelda, Imelda Jati, Rocky Prasetyo Jemie Aditya, Oxa M. Alfansyah Harahap Maulina, Shintia Melinda Oktaviany Melliza Andinie, Resti Mila Yaelasari Mila Yaelasri Muhamad Ridwan Muhamad Yopi Mulyati Mulyati Mulyati Mulyati Novatrianda, Fathurrahman Oktuta Arn Sabagyo Prasetyo Jati, Rocky Putri, Dhita Widya Rabiah Isti Maesaroh Arrasyid Rae Sabrina, Ghea Sabagyo, Oktuta Arn Siahaan, Mikho Fridolin Sifa Nur Fadlilah Sinta Dwi Utami Suratno, Geri Tusyifa Majidz, Nabila Umaimah Wahid Umaimah Wahid Umaimah, Umaimah Usino, Wendi Utami, Setyani Utomo Budiyanto Vera Yuni Astuti Wahyu Firdaus Wendi Usino Wita Amelia Makkiyah Yopi, Muhamad