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All Journal Jurnal Ilmiah Manajemen Kesatuan Blantika : Multidisciplinary Journal
Yossie Rossanty
Universitas Pembangunan Panca Budi, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Fitriani Tobing; Muhammad Dharma Tuah Putra Nasution; Syafrida Hafni Sahir; Yossie Rossanty
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

Abstract

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.
The Effect of Live Broadcasting and Price Discounts on Purchase Decisions with Purchase Interest as A Variable in the Intervention of PT HM Sampoerna Medan Employees 1 Arif Tirta Wiradana; Yossie Rossanty; Mesra B
Blantika: Multidisciplinary Journal Vol. 3 No. 11 (2025): Special Issue
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/blantika.v3i11.456

Abstract

Kemajuan teknologi digital, khususnya melalui platform e-commerce berbasis live streaming seperti TikTok Shop, telah mengubah perilaku konsumen secara signifikan. Penelitian ini menganalisis pengaruh live streaming dan diskon harga terhadap keputusan pembelian karyawan dalam konteks belanja online, dengan niat membeli sebagai variabel mediasi. Penelitian ini bertujuan untuk menguji pengaruh live streaming dan diskon harga terhadap keputusan pembelian karyawan dalam belanja online, dengan niat membeli sebagai variabel mediasi. Dengan menggunakan pendekatan kuantitatif dan analisis Partial Least Square (PLS), hasilnya mengungkapkan bahwa live streaming secara signifikan memengaruhi keputusan pembelian (p = 0,009) dan niat membeli (p = 0,001), sementara diskon harga juga memiliki pengaruh yang kuat dan signifikan terhadap keputusan pembelian (p = 0,000) dan niat membeli (p = 0,000). Namun, niat membeli tidak secara signifikan memengaruhi keputusan pembelian (p = 0,203), yang menunjukkan peran mediasinya tidak didukung. Temuan ini menunjukkan bahwa keputusan pembelian karyawan lebih langsung dibentuk oleh diskon harga dan aktivitas live streaming daripada oleh niat membeli saja, yang menekankan pentingnya strategi pemasaran langsung dan diskon dalam meningkatkan perilaku pembelian online di antara karyawan.
Co-Authors Arif Tirta Wiradana Fitriani Tobing Mesra B Muhammad Dharma Tuah Putra Nasution Syafrida Hafni Sahir