Storytelling Marketing and e-Wom: Effects On Purchase Decision Through Brand Image (HMNS Parfume Users)
DOI:
https://doi.org/10.54408/jabter.v4i5.425Keywords:
Storytelling Marketing, Electronic Word of Mouth, Brand Image, Purchase Decision, Parfum HMNSAbstract
The purchase decision represents the point at which consumers finalize their choice of a product or service. People evaluate a number of criteria before making a decision, such as marketing campaigns, costs, product quality, brand perception, distribution strategies, and other aspects. Therefore, to improve purchasing decisions and build brand recognition, businesses need to plan their marketing efforts deliberately. For example, HMNS uses various marketing strategies, including storytelling marketing, to encourage consumer purchasing behavior. The reputation of the HMNS brand depends on maintaining product quality, such as the longevity of its fragrances. Adding these factors to the scope of research can provide a deeper understanding of how they influence consumer choices and brand perceptions. The study uses a quantitative technique in conjunction with a descriptive and explanatory methodology. Purposive sampling, a non- probability sampling approach, was used to choose the participants. 385 HMNS perfume users who follow the @HMNS Instagram account were included in the sample. SmartPLS 4.0 software was used to analyze the data using inferential analysis (also known as partial least squares, or PLS) and descriptive statistics. The findings show that: 1) Brand image is positively and considerably impacted by storytelling marketing; 2) e- WOM has a positive and large impact on brand image; 3) Purchase decisions are not much impacted by storytelling marketing; 4) Purchase decisions are positively and considerably influenced by e-WOM; 5) Purchase decisions are positively and significantly impacted by brand image; 6) Storytelling Marketing fully mediates the relationship between brand image and purchase decisions; 7) e-WOM somewhat mediates the influence of brand image on purchasing decisions. With research, we can explore more deeply that brand image can have a deeper influence on purchase decisions. Which can be proven by storytelling marketing, which cannot have a positive and insignificant influence on purchase decisions directly but with the existence of a brand image, this relationship becomes positive and significantly influence purchase decisions among HMNS parfume users.
Downloads
References
Aaker, D. (2015). Branding: 20 Prinsip esensial mengelola dan mengembangkan merek. PT. Gramedia Pustaka Utama.
Alexander, B. (2017). The New Digital Storytelling: Creating Narrative with New Media (Revised). Praeger, an Imprint of ABC-CLIO,LLC.
Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 13–31. https://doi.org/10.35912/sakman.v4i1.3074
Bernardo, I., Berlianto, M. pink, Meilano, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Compas.co.id. (2021). Keharuman 7 Brand Parfum Lokal ini Mendominasi di E-Commerce.
Compas.Co.Id. https://compas.co.id/article/data-penjualan-parfum-lokal/
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (Fourth). Sage Publication Inc.
Databoks. (2024, February 27). Jumlah Pengguna Internet di Indonesia per Januari (2014- 2024). Databoks. https://databoks.katadata.co.id/datapublish/2024/02/27/ada-185- juta-pengguna-internet-di-indonesia-pada-januari- 2024#:~:text=Ada%20185%20Juta%20Pengguna%20Internet%20di%20Indonesia%20pa da%20Januari%202024,- Teknologi%20%26%20Telekomunikasi&text=No.&text=Menurut%20laporan%20We%2 0Are%20Social,berjumlah%20278%2C7%20juta%20orang.
Ditsani, A. G., Ulfa, N. S., & Sunarto. (2023). Pengaruh Daya Tarik Video Storytelling Marketing Dan Daya Tarik Packaging Terhadap Persepsi Merek Hmns Perfumery. https://www.fisip.undip.ac.id
Du Plessis, C. (2015). BRAND STORYTELLING: THE CASE OF COCA-COLA’S JOURNEY CORPORATE WEBSITE.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Hiola, R. (2022). Peran Brand Image Memoderasi Electronic Word of Mouth (E- Wom) Terhadap Keputusan Pembelian Online di Gorontalo. Jurnal Indonesia Sosial Sains, 3(3), 389–398. https://doi.org/10.36418/jiss.v3i3.562
Irfansyah, M. (2023). Pengaruh Electronic Word Of Mouth (E-WOM) Dan Brand Image Terhadap Keputusan Pembelian. Nusantara Journal of Multidisciplinary Science, 1(4). https://jurnal.intekom.id/index.php/njms
Júnior, J. R. D. O., & Coelho, R. L. F. (2022). THE STORYTELLING EFFECT ON CONSUMERS’ PURCHASING BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW WITH BIBLIOMETRIC APPROACH.
Keller, K. L. (2008). Strategy Brand Management Building, Measur-ing, and Managing Brand Equity (Third Edition). Pearson Education.
Kim, H.-J., Park, S.-Y., & Park, H.-Y. (2018). A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude. International Convergence Management Association, 6(4), 1–16. https://doi.org/10.20482/jemm.2018.6.4.1
Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran: Vol. Dua Belas (Kedua Belas). PT Indeks Kelompok Gramedia.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran: Vol. Satu (Ketiga belas). PT. Gelora Aksara Pratama.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education,Inc.
Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2012). Marketing Manajemen (14th ed.). Pearson. https://repository.iimb.ac.in/handle/2074/12344
Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. EMBISS (JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL), 1(2), 75. https://embiss.com/index.php/embiss
Lin, W.-T., & Liou, S. (2016, November 5). HOW SOCIAL ENTERPRISE ATTRACT PUBLIC AWARENESS USING STORYTELLING. https://doi.org/10.20472/iac.2016.022.034
Lystia, C., Winasis, R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). 3(4). https://doi.org/10.31933/jimt.v3i4
Madeforhmns.com. (2019). About HMNS. https://madeforhmns.com/pages/about-hmns
Martinus, H., & Chaniago, ; Fachmi. (2017). Analysis Of Branding Strategy Through Instagram With Storytelling In Creating Brand Image On Proud Project. HUMANIORA, 8, 201–210.
Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Jurnal Manajemen Bisnis, 14(2), 274–296. https://doi.org/10.18196/mb.v14i2.17830.
Niswatussolihah, S., Sembiring, B. K., Marhayanie, & Siregar, S. H. (2023). Pengaruh Social Media Marketing, Perceived Quality Dan Online Customer Review Terhadap Minat Beli Parfum Local Brand Hmns Pada Pengguna Instagram Dan Twitter. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 2(4), 231–243. https://doi.org/10.55606/jekombis.v2i4.2589.
Nurasmi, & Andriana, A. N. (2024). Pengaruh Peran Beauty Vlogger, Electronic Word Of Mouth (E-Wom), Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Skintific Di Samarinda. Management Studies and Entrepreneurship Journal, 5(2), 4901–4920. http://journal.yrpipku.com/index.php/msej.
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. https://doi.org/10.21776/ub.jam.2019.017.04.09
Oktaviani, Basyari Aziz, R., Akbar, R., & Indrawati, W. (2024). Pengaruh Brand Ambassador, Brand Storytelling, Dan E-Wom Terhadap Keputusan Pembelian Parfum Hmns. In Prosiding SEMANIS : Seminar Nasional Manajemen Bisnis (Vol. 2).
Oscar, Y., & Keni. (2019). Pengaruh Brand Image, Persepsi Harga, dan Service Quality Terhadap Keputusan Pembelian Konsumen. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(1), 20–28. https://doi.org/https://doi.org/10.24912/jmieb. v3i1.3300
Pravitaswari, N. (2017). PENGARUH STORYTELLING MARKETING TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN.
Rachmah, S. A., & Madiawati, N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. In ATRABIS: Jurnal Administrasi Bisnis (Vol. 8, Issue 1).
Rahayu, D. M. (2020). The Effect Of E-Wom And Brand Love On The Purchasing Decisions In Online Shopping. 8(2), 57–64.
Rizkia, R., & Oktafani, F. (2020). The Effect Of Storytelling Marketing On Purchasing Decisions Through Brand Equity As Intervening Variable On Gojek In Jakarta. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(1), 48–55. https://doi.org/10.31098/ijmesh.v3i1.190.
Shavitttt, S., & Barnes, A. J. (2020). Culture and the consumer journey. Journal of Retailing, 96(1), 40–54.
Statista. (2024). Social Media - Statistics & Facts. https://www.statista.com/topics/1164/social-networks/#topicOverview.
Stefanny, N., Rahmiati, F., & Roni, M. (2022). The Role Of Brand Image And Brand Trust In Mediating The Influence Of E-Wom On Purchase Decision (Case Of Video-On-Demand Netflix). IDEAS: Journal of Management and Technology, 2(1), 12–21. http://e- journal.president.ac.id/presunivojs/index.php/IDEAS.
Suryana, P. (2024). Building a Strong Brand Image: The Role of Storytelling in Marketing-Popo Suryana Building a strong brand image: the role of storytelling in marketing. Journal of Economics and Business (JECOMBI), 4. https://doi.org/10.54209/jecombi.v4i02.
Tingga, C. P., Shollihat, W., Susanto, P. C., Handayani, T., Junedi, I. W. R., Putra, I. K. A. M., Wardhana, A., Pertiwi, W. N. B., Grace, E., Martini, E., & Jasfalini, S. (2022). Seni Pemasaran Kontemporer (A. Sudirman, Ed.). CV. Media Sains Indonesia. https://www.researchgate.net/publication/358981599.
Tuyu, V., & Moniharapon, S. (2022). The Effect Of Online Advertising And E-Wom On Online Product Purchase Decisions (Study On Consumer Bag Store Manado). 10(3), 526–537.
Velita, R. , B. A. R. P., & Saptarini, V. (2019). Pengaruh e-Wom dan Review Produk pada Market Place Shopee Terhadap Keputusan Pembelian Pakaian Jadi Di Bandar Lampung. VISIONIST, 8(1). https://doi.org/http://dx.doi.org/10.36448/jmv.v8i1.1688.
Wijayanti, R. (2022). PENGARUH KONTEN STORYTELLINGTERHADAP KEPUTUSAN PEMBELIAN PRODUK PARFUM BRAND LOKAL “HMNS.”
Za, S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. https://doi.org/10.33258/birci.v4i3.2150.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Abdillah Agustya Siwi Nashiroh, Sudarmiatin, Agus Hermawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This journal is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
