Pengaruh Video Content Marketing dan Storytelling di Tiktok Terhadap Purchase Decision Melalui Consumer Preference Brand Wardah di Surabaya

The Impact of Video Content Marketing and Storytelling on TikTok on Purchase Decisions Based on Consumer Preferences for the Wardah Brand in Surabaya

Perkembangan media sosial telah mengubah strategi pemasaran industri kecantikan, sehingga perusahaan dituntut mampu menciptakan konten yang informatif, menarik, dan membangun hubungan emosional dengan konsumen. Video content marketing dan storytelling menjadi strategi yang dinilai efektif dalam membentuk preferensi konsumen serta memengaruhi keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh video content marketing dan storytelling terhadap purchase decision melalui consumer preference pada konsumen produk Wardah di Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 386 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa video content marketing tidak berpengaruh signifikan terhadap purchase decision, tetapi berpengaruh positif dan signifikan terhadap consumer preference. Storytelling berpengaruh positif dan signifikan terhadap consumer preference maupun purchase decision. Selain itu, consumer preference berpengaruh positif dan signifikan terhadap purchase decision, namun tidak terbukti memediasi pengaruh video content marketing maupun storytelling terhadap purchase decision. Temuan ini menunjukkan bahwa strategi pemasaran digital yang efektif tidak hanya bergantung pada penyampaian informasi melalui konten video, tetapi juga pada kemampuan storytelling dalam membangun keterlibatan emosional dan preferensi konsumen. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk mengoptimalkan strategi pemasaran digital melalui pengembangan konten video dan storytelling yang relevan dengan karakteristik target konsumen guna meningkatkan daya saing merek di industri kecantikan.

The rapid growth of social media has transformed marketing strategies in the beauty industry, requiring companies to develop informative, engaging, and emotionally appealing content to attract consumers. Video content marketing and storytelling have emerged as important digital marketing strategies that can shape consumer preferences and influence purchase decisions. This study aims to examine the effects of video content marketing and storytelling on purchase decisions through consumer preference among Wardah consumers in Surabaya. A quantitative approach was employed using a survey method involving 386 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that video content marketing has no significant effect on purchase decision but has a positive and significant effect on consumer preference. Storytelling has a positive and significant effect on both consumer preference and purchase decision. In addition, consumer preference has a positive and significant effect on purchase decision but does not significantly mediate the relationships between video content marketing and purchase decision or between storytelling and purchase decision. These findings suggest that effective digital marketing strategies rely not only on informative video content but also on storytelling that fosters emotional engagement and strengthens consumer preferences. The study provides practical implications for companies to optimize digital marketing strategies by developing relevant video content and compelling storytelling to enhance brand competitiveness in the beauty industry.