Pengaruh brand storytelling terhadap behavioral intention dengan brand attitude sebagai variabel mediasi: Studi kasus iklan Tokopedia #Mulaiajadulu di kalangan mahasiswa dan alumni Program Manajemen Universitas Kristen Petra

Lisya Thiovani(1*),


(1) 
(*) Corresponding Author

Abstract


Pandemi yang mengubah perilaku konsumen menyebabkan memudarnya kesetiaan terhadap merek. Tokopedia berhasil mempertahankan hubungan merek dan pelanggannya selama pandemi, salah satu teknik branding yang digunakan adalah Brand Storytelling untuk memperkuat relasi dengan konsumen. Storytelling menciptakan efek persuasif dengan membangkitkan empati pada audiens menggunakan pesan emosional cerita. Penelitian ini bertujuan menganalisa pengaruh dari Brand Storytelling yang dibagi menjadi indikator lebih spesifik, yaitu authenticity, educability, enjoyability, descriptiveness, dan emotionality, yang mempengaruhi Behavioral Intention konsumen dan pengaruh akan dimediasi oleh variabel Brand Attitude. Design penelitian berupa konklusif dan diklasifikasi dalam jenis penelitian kausal dengan pendekatan kuantitatif. Data dikumpulkan melalui survei online menggunakan instrument kuesioner dengan respon yang dapat digunakan berasal dari 136 responden yang merupakan mahasiswa atau alumni Program Manajemen Universitas Kristen Petra yang pernah menjadi audiens dari iklan Tokopedia #MulaiAjaDulu. Data penelitian ini diolah menggunakan Teknik Partial Least Square (PLS) dengan pendekatan persamaan model struktural. Hasil penelitian membuktikan adanya pengaruh Brand Storytelling terhadap Brand Attitude dan Behavioral Intention serta adanya peran mediasi parsial dalam memediasi pengaruh Brand Storytelling terhadap Behavioral Intention.

Keywords


brand storytelling, brand attitude, behavioral intention, iklan storytelling, #MulaiAjaDulu, Tokopedia

References


Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192–201. https://doi.org/10.1016/J.JDMM.2015.12.005

Adaval, R., & Wyer, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), 207–245. https://doi.org/10.1207/s15327663jcp0703_01

Ajzen, I. (n.d.). The Theory of Planned Behavior.

Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605–618. https://doi.org/10.1016/J.INDMARMAN.2019.02.002

Andriyanto, H., & Lumanauw, N. (2021, July 13). Ekonomi Digital Indonesia Siap Jadi yang Terbesar se-ASEAN. BeritaSatu. https://www.beritasatu.com/ekonomi/799643/ekonomi-digital-indonesia-siap-jadi-yang-terbesar-seasean

Anggreini, D. U. (2021). Strategi marketing Tokopedia menjadi e-commerce No.1 di Indonesia. Bisnika. https://bisnika.hops.id/strategi-marketing-tokopedia-menjadi-e-commerce-no-1-di-indonesia/

Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939

Augusto, M., & Torres, P. (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42, 1–10. https://doi.org/10.1016/J.JRETCONSER.2018.01.005

Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10–20. https://doi.org/10.1016/J.CITIES.2018.12.025

Cacioppo, J. T., & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of Personality and Social Psychology, 37(1), 97–109. https://doi.org/10.1037/0022-3514.37.1.97

Catriana, E., & Sukmana, Y. (2021, February 24). 5 E-commerce yang Paling Banyak Dikunjungi di Indonesia Halaman all - Kompas.com. Kompas.Com. https://money.kompas.com/read/2021/02/24/072440626/5-e-commerce-yang-paling-banyak-dikunjungi-di-indonesia?page=all

Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to Align your Brand Stories with Your Products. Journal of Retailing, 88(2), 262–275. https://doi.org/10.1016/j.jretai.2012.02.001

Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-05-2020-0115

Creswell, John W. (2016). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed Edisi Keempat. Yogyakarta: Pustaka Pelajar.

Das, K., Tamhane, T., Vatterott, B., Wibowo, P., & Wintels, S. (2018, August 28). How Indonesia’s ecommerce can drive economic development | McKinsey. McKinsey & Company. https://www.mckinsey.com/featured-insights/asia-pacific/the-digital-archipelago-how-online-commerce-is-driving-indonesias-economic-development

Davidson, M. R. (2004). A phenomenological evaluation: using storytelling as a primary teaching method. Nurse Education in Practice, 4(3), 184–189. https://doi.org/10.1016/S1471-5953(03)00043-X

Davies, G., Manuel, N., Mistry, D., & Roth, A. (2021, July 15). Unlocking growth with digital marketing in ASEAN | McKinsey. McKinsey & Company. https://www.mckinsey.com/featured-insights/asia-pacific/five-areas-of-growth-for-digital-marketing-in-asean

Deighton, J., Romer, D., & McQueen, J. (1989). Using Drama to Persuade. Journal of Consumer Research, 16(3), 335–343. https://repository.upenn.edu/asc_papers/360

Delgado-Ballester, E., & Fernández-Sabiote, E. (2016). “Erase una vez una marca”: el uso de la narrativa por las marcas españolas. Spanish Journal of Marketing - ESIC, 20(2), 115–131. https://doi.org/10.1016/j.sjme.2016.06.001

Denning, S. (2006). Effective storytelling: Strategic business narrative techniques. Strategy and Leadership, 34(1), 42–48. https://doi.org/10.1108/10878570610637885

Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183–195. https://doi.org/10.1016/j.jbusres.2019.06.045

Dominasi Kota Besar Dan Generasi Z Dalam Belanja Online | AcuityHub. (2020, August 26). AcuityHub. https://www.acuityhub.com/insight/detail/dominasi-kota-besar-dan-generasi-z-dalam-belanja-online

Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283–294. https://doi.org/10.1016/0022-4359(94)90037-X

Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1–2), 168–180. https://doi.org/10.1207/s15327663jcp1401&2_19

Escalas, J. E. (2007). Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration. Journal of Consumer Research, 33(4), 421–429. https://doi.org/10.1086/510216

Fitriani, E. D. (2021, May 28). Tokopedia Ungkap 5 Kategori Produk Lokal yang Laris Saat Kampanye BBI. DetikInet. https://inet.detik.com/cyberlife/d-5585594/tokopedia-ungkap-5-kategori-produk-lokal-yang-laris-saat-kampanye-bbi

Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling: Branding in practice, 2nd ed. In Storytelling: Branding in Practice. Springer.

Forddanta, D. H., & Rafie, B. T. (2018, February 15). Ada Flock di balik kampanye menarik Tokopedia. Kontan. https://industri.kontan.co.id/news/ada-flock-di-balik-kampanye-menarik-tokopedia

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error: Https://Doi.Org/10.1177/002224378101800104, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653–665. https://doi.org/10.1016/J.JRETCONSER.2014.01.001

Garaus, M., Wolfsteiner, E., & Wagner, U. (2016). Shoppers’ acceptance and perceptions of electronic shelf labels. Journal of Business Research, 69(9), 3687–3692. https://doi.org/10.1016/J.JBUSRES.2016.03.030

Ghozali, I. (2011). Structural equation modeling metode alternatif dengan partial least square PLS (3rd Ed.). Semarang: Badan Penerbit UNDIP.

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25, Edisi Kesembilan. Semarang: Penerbit Undip.

Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.

Goodhue, D. L., Lewis, W., & Thompson, R. (2012). Does pls have advantages for small sample size or non-normal data? MIS Quarterly: Management Information Systems, 36(3), 981–1001. https://doi.org/10.2307/41703490

Green, M. C. (2008). Transportation Theory. The International Encyclopedia of Communication. https://doi.org/10.1002/9781405186407.WBIECT058

Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037/0022-3514.79.5.701

Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding Media Enjoyment: The Role of Transportation Into Narrative Worlds. Communication Theory, 14(4), 311–327. https://doi.org/10.1111/J.1468-2885.2004.TB00317.X

Hair, J. F., Bush, R. P., & Ortinau, D. J. (2008). Marketing research. New York, NY: McGraw-Hill Higher Education.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128/FULL/XML

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 Marketing, 15(3), 419–440. https://doi.org/10.1108/JRIM-08-2019-0128

Hong, J. H., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2021). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-07-2019-2485

Hong, J. (Jenny), Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2021). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JPBM-07-2019-2485

Huhmann, B. A., Mothersbaugh, D. L., & Franke, G. R. (2008). Rhetorical figures in headings and their effect on text processing: the moderating role of information relevance and text length. IEEE Transactions on Professional Communication, 45(3), 157–169. https://doi.org/10.1109/TPC.2002.801634

Hwang, J., Lee, J. S., & Kim, H. (2019a). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81, 94–103. https://doi.org/10.1016/J.IJHM.2019.03.002

Hwang, J., Lee, J.-S., & Kim, H. (2019b). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81, 94–103. https://doi.org/10.1016/j.ijhm.2019.03.002

Islahuddin, & Nanang Syaifudin. (2020, April 20). Pasar e-commerce terbesar Indonesia dari milenial. Lokadata. https://lokadata.id/artikel/pasar-e-commerce-terbesar-indonesia-dari-milenial

Jogiyanto, H. M., & Abdillah, W. (2009). Konsep dan aplikasi PLS (Partial Least Square) untuk penelitian empiris. BPFE Fakultas Ekonomika dan Bisnis UGM.

Kemp, E., Iii, M. P., Anaza, N. A., & Min, D.-J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104–124. https://doi.org/10.1108/JRIM-06-2020-0136

Kim, E. (Anna), Ratneshwar, S., & Thorson, E. (2017). Why Narrative Ads Work: An Integrated Process Explanation. Journal of Advertising, 46(2), 283–296. https://doi.org/10.1080/00913367.2016.1268984

Kim, M. (2018). Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce. Journal of Retailing and Consumer Services, 50, 362–370. https://doi.org/10.1016/J.JRETCONSER.2018.07.011

Kim, S. H., Song, M. K., & Shim, C. (2020). Storytelling by medical tourism agents and its effect on trust and behavioral intention. Journal of Travel and Tourism Marketing, 37(6), 679–694. https://doi.org/10.1080/10548408.2020.1795046

Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/ISJ.12131

Koufaris, M. (2002). Applying the Technology Acceptance Model and flow theory to online Consumer Behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/ISRE.13.2.205.83

Kuncoro, M. (2003). Metode riset untuk bisnis dan ekonomi. Balai Pustaka

Lee, S. A., & Jeong, M. (2017). Role of brand story on narrative engagement, brand attitude, and behavioral intention. Journal of Hospitality and Tourism Technology, 8(3), 465–480. https://doi.org/10.1108/JHTT-03-2016-0016

Lehman, D. W., O’Connor, K., Kovács, B., & Newman, G. E. (2019). Authenticity. Https://Doi.Org/10.5465/Annals.2017.0047, 13(1), 1–42. https://doi.org/10.5465/ANNALS.2017.0047

Liu, S., & Yang, J. Z. (2020). Incorporating Message Framing into Narrative Persuasion to Curb E-Cigarette Use Among College Students. Risk Analysis, 40(8), 1677–1690. https://doi.org/10.1111/RISA.13502

LiuHefu, ChuHaili, HuangQian, & ChenXiayu. (2016). Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce. Computers in Human Behavior, 58, 306–314. https://doi.org/10.1016/J.CHB.2016.01.012

Lordly, D. (2007). Once upon a time…. Storytelling to Enhance Teaching and Learning. Canadian Journal of Dietetic Practice and Research, 68(1), 30–35. https://doi.org/10.3148/68.1.2007.30

Lund, S., Madgavkar, A., Manyika, J., Smit, S., Ellingrud, K., Meaney, M., Robinson, O., Strom, S., & Gumbel, P. (2021, February 21). The future of work after COVID-19 | McKinsey. Mckinsey&Company. https://www.mckinsey.com/featured-insights/future-of-work/the-future-of-work-after-covid-19

MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 143. https://doi.org/10.2307/3151660

Malhotra, N.K. (2004) Marketing research. Prentice Hall.

Malhotra, N. K. (2015). Essentials of marketing research: A hands-on orientation. Essex: Pearson.

McAdams, D.P. and McLean, K.C. (2013), “Narrative identity”, Current Directions in Psychological Science, Vol. 22 No. 3, pp. 233-238.

McLeod, S. A. (2019, August 3). Likert Scale. https://www.simplypsychology.org/likert-scale.html

McNett, G. (2016). Using Stories to Facilitate Learning. Http://Dx.Doi.Org/10.1080/87567555.2016.1189389, 64(4), 184–193. https://doi.org/10.1080/87567555.2016.1189389

Mcqueen, M. (n.d.). Storytelling: the Secret to Impacting & Influencing Young People 6 keys to unlocking the persuasive power of narrative.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. - PsycNET. The MIT Press. Cambridge. Mass. https://psycnet.apa.org/record/1974-22049-000

Milana, R., & Novandi, H. (2021, March 9). Revolusi Mental | Berita & Artikel. Revolusi Mental. https://revolusimental.go.id/kabar-revolusi-mental/detail-berita-dan-artikel?url=kaum-muda-media-sosial-dan-nasionalisme

Närvänen, E., Kuusela, H., Paavola, H., & Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail and Distribution Management, 48(8), 825–843. https://doi.org/10.1108/IJRDM-05-2019-0153/FULL/PDF

Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions. Journal of International Consumer Marketing, 19(2), 97–126. https://doi.org/10.1300/j046v19n02_06

Newman, G. E. (2016). An Essentialist Account of Authenticity. Journal of Cognition and Culture, 16(3–4), 294–321. https://doi.org/10.1163/15685373-12342181

Park, H. H. (2021). Change in brand attitude depending on fashion film type: the psychological mechanisms by engagement and consumer fantasy proneness. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2020-0904/FULL/XML

Pravitaswari, N., Arifin, Z., & Kholid Mawardi, M. (2018). PENGARUH STORYTELLING MARKETING TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN (Survei Pada Video Iklan Allure Matcha Latte Story Di Youtube). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 57, Issue 1). http://www.foodreview.co.id

Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2018). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/10.1002/CSR.1689

Riyanto, G. P., & Nistanto, K. R. (2021, February 23). Jumlah Pengguna Internet Indonesia 2021 Tembus 202 Juta. Kompas.Com. https://tekno.kompas.com/read/2021/02/23/16100057/jumlah-pengguna-internet-indonesia-2021-tembus-202-juta

Riyanto, G. P., & Yusuf, O. (2021, May 10). Daftar 10 Marketplace Online Paling Ramai Pengunjung di Asia Tenggara Halaman all - Kompas.com. Kompas.Com. https://tekno.kompas.com/read/2021/05/10/15270037/daftar-10-marketplace-online-paling-ramai-pengunjung-di-asia-tenggara?page=all

Sarwono, Y. (2010). Pengertian dasar structural equation modeling (SEM). Ilmiah Manajemen Bisnis.

Selular. (2017, January 26). Perjalanan Tokopedia Capai Posisi Wahid di E-commerce (Interview Eksklusif) - Selular.ID. Selular. https://selular.id/2017/01/perjalanan-tokopedia-capai-posisi-wahid-di-e-commerce-interview-eksklusif/

Stevenson, G. (2009). ADVANCING AN ONTOLOGY OF STORIES: SMUTS’ DILEMMA. Postgraduate Journal of Aesthetics, 6(1).

Sugiyono. (2007). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Sugiono, S. (2016). Metode penelitian kuantitatif, kualitatif, dan r & d. Bandung: Alfabeta.

Sugiyono. (2014). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta

Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta

Sukandar, C. A. (2019, February 19). Oalah Ini Rahasia Kesuksesan Tokopedia. WartaEkonomi. https://www.wartaekonomi.co.id/read216285/oalah-ini-rahasia-kesuksesan-tokopedia

Tokopedia. (2019, May 31). Berikan yang paling berarti untuk yang berarti - YouTube. YouTube. https://www.youtube.com/watch?v=AB2EJG7krek&t=4s

Van Laer, T., de Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation. Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383

Wang, J., & Calder, B. J. (2009). Media engagement and advertising: Transportation, matching, transference and intrusion. Journal of Consumer Psychology, 19(3), 546–555. https://doi.org/10.1016/J.JCPS.2009.05.005

Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43(6), 790–825. https://doi.org/10.1007/S11747-015-0439-4/TABLES/7

Widarjono, A. (2015). Analisis multivariat terapan. UPP STIM YKPN

Wijaya, T. (2009). Analisis structural equation modeling menggunakan AMOS. Universitas Atmajaya Jogjakarta.

Wikanto, A. (2020, April 22). Berdasarkan jumlah pengunjung, Tokopedia kini lengser dari peringkat pertama. Kontan. https://industri.kontan.co.id/news/berdasarkan-jumlah-pengunjung-tokopedia-kini-lengser-dari-peringkat-pertama

Woodside, A. G. (2001). Editorial: Sense making in marketing organizations and consumer psychology: Theory and practice. Psychology & Marketing, 18(5), 415–421. https://doi.org/10.1002/MAR.1014

Yang, J., & Battocchio, A. F. (2020). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-03-2020-2803

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality: Https://Doi.Org/10.1177/002224299606000203, 60(2), 31–46. https://doi.org/10.1177/002224299606000203

Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030. https://doi.org/10.1016/J.IM.2014.07.005


Refbacks

  • There are currently no refbacks.