THE INFLUENCE OF STORYTELLING MARKETING AND CONSUMER EMOTION ON REPURCHASE INTENTION (Survey of Grabid TikTok Followers)
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to obtain an overview and influence of storytelling marketing and consumer emotion on repurchase intention (Survey of TikTok Grabid Followers). This study uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 372,300 people with a sample of 120 respondents who were TikTok grabid followers with a purposive sampling technique. The instrument test used was the validity and reliability test and the analysis technique used was the multiple regression test with the IBM Statistical Product for Service Solutions (SPSS) 26.0 for Windows tool. The findings of this study found that storytelling marketing, consumer emotion, and repurchase intention were in the good category. storytelling marketing and consumer emotion have an influence on repurchase intention.
Authors: Dea Julia Anugrah, Dian H Utama, Dita Amanah
Institution: Indonesia University of Education
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415185929
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