JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Effectiveness of Local Wisdom-Based Storytelling Marketing and Perceived Value on Purchase Decisions for Lunggi Sambas Woven Fabric Mediated by Trust

Tsabitah, Dhiyaa Ayu (Unknown)
Dewi Rawa, Ricola (Unknown)
Ariffin, Muchammad (Unknown)

Article Info

Publish Date
29 Jun 2026

Abstract

This study investigates the influence of local wisdom-based storytelling marketing and perceived value on purchase decisions for Sambas Lunggi woven fabric, with consumer trust as a mediating variable. Using a quantitative approach, data were collected from 160 consumers and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that storytelling marketing and perceived value significantly enhance consumer trust. Perceived value and trust positively affect purchase decisions, whereas storytelling marketing has no significant direct effect. Trust mediates the relationships between storytelling marketing, perceived value, and purchase decisions. These findings highlight the importance of trust in strengthening the competitiveness of local cultural products.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...