Implementasi Storytelling Marketing dalam Membangun Brand Identity pada Startupreneur Clothing Lokal
DOI:
https://doi.org/10.55606/cemerlang.v6i3.9706Keywords:
AISAS Model, Brand Identity, Local Clothing, SEM-PLS, Storytelling MarketingAbstract
The rapid growth of social media has driven a shift in digital marketing strategies from conventional methods to narrative-based marketing. One highly relevant approach is storytelling marketing, a technique used to convey brand values and character to build emotional engagement with consumers in the digital era. This study aims to analyze the implementation of storytelling marketing in building brand identity by utilizing the AISAS model (Attention, Interest, Search, Action, Share) as a mediating variable. A quantitative approach was employed using a survey method. Data collection was conducted online via a Likert-scale questionnaire distributed to social media users who had interacted with the digital marketing content of Flanc, a local clothing brand. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. The results indicate that storytelling marketing has a positive and significant impact on the sequential digital consumer behavior from Attention, Interest, Search, to Action. A crucial finding reveals that Share activity is not significantly influenced by Action; however, Share is proven to be a strong predictor in strengthening brand identity. The practical implications of this study recommend local clothing brand management to evaluate their digital engagement strategies to encourage consumers to voluntarily amplify content for long-term brand identity reinforcement.
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