Pengaruh Storytelling Marketing terhadap Brand Image dan Purchase Intention Produk HMNS (Studi pada Followers Instagram HMNS)

Abstract

The perfume industry in Indonesia has experienced significant growth. This has led to the emergence of many perfume brands in Indonesia. HMNS is one of the perfume companies that has attracted attention in the perfume industry in Indonesia. HMNS prioritizes storytelling marketing to market its products online. This storytelling marketing is carried out to increase consumer confidence to buy its products, even though they have never tried the aroma offered. This consumer trust is built through a good company brand image which is expected to increase consumer purchase intention. This study aims to determine how storytelling marketing influences the brand image and purchase intention of HMNS products. This study uses a quantitative method. Sampling was carried out using a non-probability sampling method with purposive sampling. The population in this study were all HMNS Instagram followers, with a sample of 100 respondents. Primary data used were obtained through direct or indirect distribution of questionnaires and secondary data were obtained through literature studies. Data analysis techniques used instrument testing, validity testing, reliability testing, classical assumption testing, path analysis, hypothesis testing, and Sobel testing. The results of this study show that the storytelling marketing variable (X) has a positive and significant effect on the brand image (Y1 ), the calculated t value of 15.248 > 1.985, with a significance of 0.000 < 0.05 and has a positive and significant influence on purchase intention (Y2 ), has a calculated t value of 2.963 > 1.985 with a significance of 0.004 < 0.05. The brand image variable (Y1 ) has a positive and significant effect on purchase intention (Y2 ) with a calculated t-value of 6.111 > 1.985 and a significance of 0.000 < 0.05. Storytelling marketing (X) has a positive and significant influence on purchase intention (Y 2 ) through the brand image variable (Y 1 ) obtained through the results of the Sobel test with a p-value of 0.00000001 < 0.05.