Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok
Keywords:
Storytelling Marketing, Electronic Word of Mouth, Keputusan Pembelian, Content Marketing Creator TikTok
Abstract
Banyaknya alternatif café yang ditawarkan membuat konsumen semakin selektif dalam menentukan keputusan pembelian pada sebuah café. Dimana pelaku usaha café harus memikirkan bagaimana cara untuk menarik perhatian keputusan pembelian konsumen. Bagaimana Pengaruh Storytelling Marketing serta Electronic Word of Mouth pada Keputusan Pembelian café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator Tiktok merupakan tujuan yang dipilih peneliti dalam melakukan tinjauan. Teknik penentuan sampel melalui pendekatan sampling purposive yang melibatkan total 100 responden. SmartPLS 3.0 merupakan software yang digunakan pada analisis ini sebagai teknik analisis data. Merujuk pada hasil yang dilakukan peneliti dapat diuraikan bahwa hasil proses uji pernyataan hipotesis mengindikasikan bahwa Content Marketing Creator TikTok dipengaruhi secara positif dan signifikan oleh Storytelling Marketing dan Electronic Word of Mouth. Lalu untuk keputusan pembelian dipengaruhi dengan positif serta signifikan oleh Storytelling Marketing namun tidak oleh Electronic Word of Mouth. Storytelling Marketing dan Electronic Word of Mouth juga berpengaruh pada keputusan pembelian melalui Content Marketing Creator TikTok.
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References
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Ashilah, S. (2021, Agustus 4). Data Jumlah Restoran di Kota Bandung 2012-2020, Jumlah Bertambah tapi Nasib Memburuk akibat Pagebluk. Retrieved from Bandung Bergerak: https://bandungbergerak.id/article/detail/1087/data-jumlah- restoran-di-kota-bandung-2012-2020-jumlah-bertambah-tapi-nasib-memburuk- akibat-pagebluk
Fadhilah, & Saputra, G. G. (2021). Pengaruh Content Marketing dan e-WOM pada Media Sosial TikTok terhadap Keputusan Pembelian Generasi Z. INOVASI, 17(3), 505- 512.
Firdiansyah, A. (2021, Maret 4). Ingin Jadi Content Creator? Kenali Dulu Definisi dan Kunci Suksesnya. Retrieved from Glints: https://glints.com/id/lowongan/apa-itu- content-creator/#.YZ0Hh9BBzIU
Fongo, P., Fanggidae, R. E., & Fanggidae, R. P. (2019). Pengaruh Storytelling terhadap Keputusan Pembelian pada Aplikasi Belanja Online Tokopedia. Seminar Nasional Manajemen Bisnis APSMBI, 15.
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (4 ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian. Jakarta Pusat: Inkubator Penulis Indonesia.
He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, Storytelling, or Consumer Interaction and Participation? The Impact of Brand-Owned Social Media Content Marketing on Consumers’ Brand Perceptions and Attitudes. Journal of Research in Interactive, 15(3), 419-440.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta- Analysis. Information Systems Frontiers, 22, 1203-1226.
Karr, D. (2016). How to Map Your Content Unpredictable Customer Journey. San Francisco: Meltwater.
Konuk, F. A. (2019). The Influence of Perceived Food Quality, Price Fairness, Perceived Value and Satisfaction of Customers Revisit and Word-of-Mouth Intentions
Towards Organic Food Restaurant. Journal of Retailing and Consumer Services, 50, 103-110.
Kotler, P. K. (2019). Marketing 4.0. Jakarta: Gramedia.
Kotler, P. T., & Amstrong, G. (2018). Principles of Marketing, 17th Global Edition.
Harlow: Pearson.
Oktafani, F., K. M., N. N., Saputri, M. E., & Saraswati, T. G. (2020). Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer. Proceeding of Japan International Business and Management Research Conference, 1(1), 86-90.
Pravitaswari, N., Arifin, Z., & Mawardi, M. K. (2018). Pengaruh Storytelling Marketing terhadap Brand Equity dan Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 57(1), 30-37.
Ramadhan, I. H., Priatama, R., Az-Zuhaida, Akalili, A., & Kulau, F. (2021). Analisis Teknik Digital Marketing pada Aplikasi Tiktok (Studi Kasus Akun TikTok @jogjafoodhunterofficial). Socia: Jurnal Ilmu-ilmu Sosial, 18(1), 49-60.
Ramzan, U., & Syed, A. R. (2018). Role of Content-Based Social Media Marketing in Building Customer Loyalty and Motivating Consumers to Forward Content. Journal of Internet Banking and Commerce, 23(3), 1-20.
Rawash, H. N., O. E., Eneizan, B., Alsaad, A., Alkhawaldeh, A., & Eneizan, O. (2020). e-WoM, Trust, Usefulness, Ease of Use, and Online Shopping via Website: The Moderating Role of Online Shopping Experience. Journal of Theoretical and Applied Information Technology, 98(13), 2554-2565.
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 (IJMESH), 3(1), 48-55.
Rusli, C. A., & Mulyadi, M. R. (2019). Pengaruh Penggunaan Media Sosial, Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Konsumen Dan Dimediasi Oleh Kepercayaan. Prosiding Seminar dan Lokakarya Kualitatif Indonesia , 149-158.
Shaaz, M., & Qureshi, M. S. (2020). The Effects of Electronic Word of Mouth on the Consumer Purchase Decision in the Apparel Industry in Ireland. National College of Ireland.
Winarso, B. (2021, Juni 8). Apa Itu TikTok dan Apa Saja Fitur-fiturnya? Retrieved November 18, 2021, from trikinet.com: https://trikinet.com/post/apa-itu-tik-tok/
Z. A., S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3), 3836- 3842.
Published
2022-06-28
How to Cite
Sazkia Alifia Rachmah, & Putu Nina Madiawati. (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. ATRABIS Jurnal Administrasi Bisnis (e-Journal), 8(1), 48-60. https://doi.org/10.38204/atrabis.v8i1.918
Section
Articles
