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p-Index From 2020 - 2025
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All Journal The Es Economics and Entrepreneurship International Journal of Digital Marketing
Pradipta Setyanto, Refius
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Storytelling and Its Effect on Repurchase Intention, A Survey on Indonesian Customer with Heuristic Theory Perspective Hapsari, Hannisa Rahmadani; Novandari, Weni; Pradipta Setyanto, Refius
International Journal of Digital Marketing Science Vol. 1 No. 2 (2024)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijdms.v1i2.1054

Abstract

This study aimed to examine the effect of storytelling marketing with heuristic theory perspective on repurchase intentions through the mediating variables of empathy, brand attitude, and brand image. The storytelling marketing dimensions used in this study consist of perceived esthetics, narrative structure, and self-reference. In addition, this study used humorous storytelling ad by one of technology services company in Indonesia. The implementation of this study is further based on a survey on 344 respondents which were analyzed using second order PLS-SEM disjoint two-stage approach. The result shows that storytelling marketing has a positive effect on repurchase intention. Empathy, brand attitude, and brand image also mediate the relationship between storytelling marketing and repurchase intention. However, in this study, storytelling marketing contributed weakly to empathy, brand attitude, and brand image. In addition, repurchase intention in this study is more affected by brand attitude and brand image. This research supports the heuristic theory in explaining the effect of storytelling marketing on consumer repurchase intention. This study also provided empirical results related to the effect of the dimensions of perceived esthetics, narrative structure, and self-reference on brand attitudes and brand image that have not been widely tested.
Social Media Marketing Strategy Strategic Content Capability and Social Engagement: A Pathway to Social Media Performance in Indonesian MSMEs Pratama, Putra; Najmudin, Najmudin; Sudarto, Sudarto; Novandri, Weni; Pradipta Setyanto, Refius; Rabiatul Adawiyah, Wiwiek
The Es Economics and Entrepreneurship Vol. 4 No. 01 (2025): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v4i01.620

Abstract

The tremendous development of social media usage—which now exceeds 5.4 billion people worldwide—has brought digital platforms to the center of marketing strategy. However, existing research frequently ignores the impact of strategic planning and internal content skills on engagement and performance. By investigating the impact of Digital Content Capability (DCC) and Social Media Marketing Strategy (SMMS) on Customer Engagement (CE) and Social Media Performance (SMP) among Indonesian fashion MSMEs, this study fills a significant knowledge gap. Data from 130 respondents were evaluated quantitatively using Structural Equation Modeling (SEM-PLS). The results suggest that DCC and SMMS have a considerable impact on CE, which then mediates their effect on SMP. The findings show that social media efficacy is based on more than just frequency or platform choice, but also on the strategic capacity to create relevant, consistent, and analytically driven content. This study provides both theoretical insights and practical methods for SMEs to improve their content strategies and digital outcomes.
Co-Authors Hapsari, Hannisa Rahmadani Najmudin Novandri, Weni Putra Pratama Rabiatul Adawiyah, Wiwiek Sudarto Sudarto Weni Novandari