Does Story Telling Marketing Influence Consumer Purchase Decisions? A Case of A Classic Mocktail Made From Salak Bean Coffee
Year: 2024
Type: article
Study design: Observational Study
Abstract: Storytelling Marketing is usually used in marketing service products or tourism products for the purpose of emotionally influencing consumer decisions in buying the products sold. However, this is different from the usual products, in this case aiming to measure whether storytelling marketing effectively influences potential consumers to buy classic mocktail beverage products made from salak bean coffee. The data collection technique uses purposive sampling, with the target being mocktail connoisseurs. The data collection instrument used a questionnaire. While the data analysis method uses, simple regression, correlation and coefficient of determination. The results showed that there was an influence between story telling marketing and consumer purchasing decisions, besides that the resulting correlation was strong, then the contribution of the story telling factor was significant to consumer decisions in buying mocktails with the basic ingredients of snake fruit coffee.
Institution: Politeknik Negeri Manado
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407004402