PENGARUH STORYTELLING MARKETING PADA TIKTOK SONIA BASIL TERHADAP KEPUTUSAN PEMBELIAN 

THE EFFECT OF STORYTELLING MARKETING ON TIKTOK SONIA BASIL ON PURCHASING DECISIONS

Storytelling marketing dapat membentuk platform jangka panjang untuk berbagai tujuan, termasuk menarik pelanggan, menjual produk, menambah pengetahuan, dan meningkatkan citra merek. Tujuan dari penelitian ini adalah untuk menguji pengaruh storytelling marketing terhadap keputusan pembelian dengan survei yang dilaksanakan pada 400 pengikut akun Tiktok @soniabasill. Penelitian ini bersifat kuantitatif eksplanatif dengan menggunakan metode survei lapangan secara tidak langsung dan penyebaran kuesioner melalui google form. Sampel diambil menggunakan teknik purposive sampling. Data dan hipotesis diuji menggunakan uji regresi linear sederhana. Hasil yang diperoleh dalam penelitian ini menunjukkan bahwa terdapat pengaruh sebesar 4% antara storytelling marketing terhadap keputusan pembelian, sisanya 96% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil penelitian ini menunjukkan bahwa storytelling marketing berpengaruh positif terhadap keputusan pembelian meskipun bernilai rendah. Hal ini membuktikan bahwa storytelling Marketing merupakan strategi pemasaran yang efektif mampu menarik viewers, namun perlu mengembangkan inovasi pemasaran dari Sonia Basil di media sosial.

Kata Kunci: digital marketing, content marketing, storytelling marketing, keputusan pembelian, media social.

Storytelling marketing can form a long-term platform for various purposes, including attracting customers, selling products, increasing knowledge, and improving brand image. The purpose of this study was to examine the effect of storytelling marketing on purchasing decisions with a survey conducted on 400 followers of the Tiktok @soniabasill account. This research is explanatory quantitative in nature using indirect field survey methods and distributing questionnaires via google form. The sample was taken using purposive sampling technique. Data and hypotheses were tested using simple linear regression tests. The results obtained in this study indicate that there is an influence of 4% between storytelling marketing on purchasing decisions, the remaining 96% is influenced by other factors outside this study. The results of this study indicate that storytelling marketing has a positive effect on purchasing decisions despite its low value. This proves that Storytelling Marketing is an effective marketing strategy that can attract viewers, but it is necessary to develop marketing innovations from Sonia Basil on social media.

Keywords: digital marketing, content marketing, Storytelling marketing, purchase decision, marketing, social media.