Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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The Impact of Storytelling Marketing on Brand Equity and Purchase Decisions on Shopee During Pandemic Covid-19

Authors
Angelia Anastasya1, Nurhalizah binti Misjedi2, Maria Josephine Gunawan3, Mingaung Leo4, Hetty Karunia Tunjungsari1
1Management Department, Faculty of Economics & Business, Universitas Tarumanagara
2Law Department, Faculty of Law, Universitas of Malaya, Kuala Lumpur
3Achitecture Departement, Faculty of Engineering, Universitas Tarumanagara
4Electrical Engineering Departement, Faculty of Engineering, Universitas Tarumanagara
*Corresponding author. Email: angelia.115190253@stu.untar.ac.id
Corresponding Author
Angelia Anastasya
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.332How to use a DOI?
Keywords
Storytelling Marketing; Brand Equity; Buying intentio
Abstract

Online shopping is a new shopping method that is widely used by the public, it is because of its effectiveness and convenient to get the required products. Online shopping is an activity of purchasing goods/services through internet services, and it allows the customers to preview the goods/services that they wish to buy through a website or online shopping application, they can consider before deciding to buy a product/service. One of the factors that a buyer considers is the assessment comments given from previous buyers as the evaluation from the consumers can be as an evidence of purchase and it works as a reference for other consumers to decide for purchasing the products through the storytelling marketing method. Storytelling marketing is used to convey the advantages of a product that is being promoted. The purpose of this study is to analyze the effect of storytelling on brand equity and purchasing decisions on the Shopee online shopping platform during the covid 19 pandemic. The research methodology used is a quantitative method using a questionnaire to measure the effect of storytelling marketing on purchasing decisions during the covid 19 pandemic. The results shown is that there is a significant effect of storytelling marketing on brand equity purchasing decisions on the online shopping site Tokopedia during the covid 19 pandemic. Previous consumer’s ratings have a great influence on brand equity and purchasing decisions.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.332
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.332How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Angelia Anastasya
AU  - Nurhalizah binti Misjedi
AU  - Maria Josephine Gunawan
AU  - Mingaung Leo
AU  - Hetty Karunia Tunjungsari
PY  - 2022
DA  - 2022/04/21
TI  - The Impact of Storytelling Marketing on Brand Equity and Purchase Decisions on Shopee During Pandemic Covid-19
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 2022
EP  - 2026
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.332
DO  - 10.2991/assehr.k.220404.332
ID  - Anastasya2022
ER  -