The Influence of Storytelling Marketing, Brand Ambassadors, and Tagline on Purchase Decisions of a Local Brand’s Lip Products
Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: This research aims to analyze and determine the effect of storytelling marketing, brand ambassadors, and taglines on purchasing decisions for Wardah lip products for Undergraduate Management Study Program students of UPN “Veteran” Yogyakarta. Questionnaires were distributed using nonprobability purposive sampling techniques, and regression analysis was adopted to test the predetermined hypotheses. The results of this research show are: (1) Storytelling marketing, brand ambassadors, and taglines together have a significant effect on purchasing decisions for Wardah lip products; (2) Storytelling marketing partially has a positive and significant effect on purchasing decisions for Wardah lip products; (3) Brand ambassadors partially have a positive and significant effect on purchasing decisions for Wardah lip products; (4) Tagline partially has a positive and significant effect on purchasing decisions for Wardah lip products. The findings indicate that storytelling marketing, brand ambassadors, and taglines significantly influence purchasing decisions for Wardah lip products, both individually and collectively. These results highlight the importance of strategic marketing communication in shaping consumer preferences and suggest that brands should leverage these elements to enhance their market appeal.
Authors: UPN “Veteran” Yogyakarta, Sri Harjanti, Nanda Wahyu Oktavia, UPN “Veteran” Yogyakarta
Institution: Universitas Pembangunan Nasional Veteran Yogyakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407072768