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All Journal JURNAL MANAJEMEN BISNIS
Nur Aini, Farikha
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Economics, Econometrics & Finance

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The Impact of Brand Storytelling and Brand Image on Marketing Performance: A Case Study of Grab Indonesia Hayati, Michelle Zuhrotul; Firdaus; Jumai; Nur Aini, Farikha
Jurnal Manajemen Bisnis Vol. 12 No. 1 (2025): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v12i1.974

Abstract

This study explores the influence of brand storytelling and brand image, mediated by purchase decisions, on the marketing performance of PT.Grab Teknologi Indonesia, which at the end of 2023 made its first profit in history and reduced Grab's losses from US$ 1,74 in 2022 to US$ 485 million in 2023. Using SEM analysis with data from 96 respondents, results indicate that both brand storytelling and brand image significantly enhance marketing performance, with purchase decisions acting as a critical mediating factor. These findings offer strategic insights for improving marketing performance through enhanced storytelling and brand imaging.
Co-Authors Firdaus Firdaus Hayati, Michelle Zuhrotul Jumai