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All Journal JURNAL SAINS PEMASARAN INDONESIA
Mandala, Mukti Arya
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FROM STORIES TO SALES: HOW STORYTELLING MARKETING AFFECTS PURCHASE DECISIONS THROUGH THE MEDIATING ROLE OF BRAND IMAGE Mandala, Mukti Arya; Aliyah, Kisti Nur
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.%p

Abstract

This study aims to analyze the effect of storytelling marketing on social media on the purchase decisions of Ventela shoes, with brand image as a mediating variable among Generation Z in Solo Raya. A quantitative method was employed, involving 100 respondents selected through purposive sampling. Data were collected via an online questionnaire distributed through Google Forms and analyzed using Structural Equation Modeling (SEM) with SmartPLS 3 software. The results revealed that storytelling marketing has a positive and significant effect on brand image (t-statistic = 25.371; p-value = 0.000) and purchase decisions (t-statistic = 5.603; p-value = 0.000). Furthermore, brand image was found to have a positive and significant effect on purchase decisions (t-statistic = 2.094; p-value = 0.037). In addition, brand image significantly mediates the relationship between storytelling marketing and purchase decisions (t-statistic = 2.038; p-value = 0.042). These findings indicate that Ventela’s storytelling marketing strategy on social media effectively enhances brand image and encourages Generation Z to purchase Ventela products.
Co-Authors Kisti Nur Aliyah