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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Permatasari, Aisyah Devi
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Decision Sciences, Operations Research & Management

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The Effect of Digital Storytelling Marketing, Perceived Quality, And Social Influence on Purchase Decision for Hmns Brand Perfume Products Permatasari, Aisyah Devi; Aisjah, Siti
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.24

Abstract

The objective of this research is to identify the effects of digital storytelling marketing, perceived quality, and social influence on the decision of Generation Z in Malang City to purchase the perfume products of HMNS. This explanatory research corroborates the position of the studied variables and the relationship between the variables. Using non-probability sampling method and purposive sampling technique, 200 people of Generation Z with the minimum age of 18 years who have purchase HMNS’ products, who have seen the storytelling content of HMNS, and who live in Malang City were selected as the respondents. The data analyses were performed using multiple linear regression, while the instruments were assessed using validity, reliability, and classical assumption tests, and the hypotheses were examined using F-test and t-test. All of the statistical analyses were performed in SPSS. This study finds that digital storytelling marketing, perceived quality, and social influence significantly affect the purchase decision. The results of this research are expected to provide insights for next researchers and help the company to increase the decision to purchase the perfume products of HMNS.
Co-Authors Siti Aisjah