Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Business Studies and Management Review
Yosi Fahdillah
Unknown Affiliation
Decision Sciences, Operations Research & Management Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
STORYTELLING AS A COMMUNICATION STRATEGY MARKETING ON INSTAGRAM: STUDY THE TUKU SAMBAL CASE Yosi Fahdillah; irfan Hassandi; Yossinomita; Wahya Lubis
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.47890

Abstract

This Research This aiming For analyze how storytelling is used as a communication strategy marketing by UMKM Tuku Sambal through the Instagram platform. Using approach qualitative with method studies case , research This explore practice narrative built by the Instagram account @tukusambal in convey message brand , build connection with consumers , and strengthen identity brand . Analysis done with to study content uploads (captions, visuals, interactions) users ) and reflect it through Narrative Paradigm theory , Social Media Marketing, Brand Identity, and Integrated Marketing Communication (IMC). Research results show that the storytelling applied by Tuku Sambal is authentic , consistent and contains values relevant culture​ with life audience . The story being told No only introduce products , but also build proximity emotional and strengthening loyalty customers . This strategy is also supported by uniform visual branding , style down to earth language , as well as interaction two active direction​ through social media . Findings This to emphasize that storytelling is not only tool communication creative , but also an effective marketing strategy in build identity brand and improve involvement customer digitally .
Co-Authors Irfan Hassandi Wahya Lubis Yossinomita