THE INFLUENCE OF STORYTELLING MARKETING ON CONSUMER PURCHASE INTENTION THROUGH EMOTIONAL BRANDING AS A MEDIATING VARIABLE (STUDY AT RUMAH MAKAN JUKU EJA IN SIWA, WAJO REGENCY)

Muhammad Anugrah Ardhana; Nurhuda Nurhuda; Ersya Kallang; Sarmila Jamaluddin; Delpin Delpin

doi:10.61912/lajumen.v4i1.201

Authors

Muhammad Anugrah Ardhana Universitas Andi Djemma Palopo
Nurhuda Nurhuda Universitas Andi Djemma Palopo
Ersya Kallang Universitas Andi Djemma Palopo
Sarmila Jamaluddin Universitas Andi Djemma Palopo
Delpin Delpin Universitas Andi Djemma Palopo

DOI:

https://doi.org/10.61912/lajumen.v4i1.201

Keywords:

Storytelling Marketing, Emotional Branding, Purchase Intention, Full Mediation, Culinary MSME

Abstract

This study aims to analyze the influence of Storytelling Marketing and Emotional branding on consumer purchase intention at Rumah Makan Juku Eja in Siwa, Wajo Regency. Specifically, it seeks to determine the influence of Storytelling Marketing on Emotional branding, the influence of Storytelling Marketing on consumer purchase intention, and the influence of Emotional branding on consumer purchase intention. A quantitative method was employed using path analysis with the assistance of SPSS software. The sample consisted of 65 consumers of Rumah Makan Juku Eja, selected through non-probability sampling with a purposive sampling technique. Data were collected using a Likert-scale questionnaire consisting of 24 statement items covering 13 indicators. The results show that Storytelling Marketing has a positive and significant effect on Emotional branding. Individually, Storytelling Marketing has no significant effect on consumer purchase intention, whereas Emotional branding has a positive and significant effect on consumer purchase intention. These results indicate that Storytelling Marketing affects consumer purchase intention indirectly through Emotional branding as a full mediating variable.

References

Ardana, A. F. (2025). Strategi Komunikasi Pemasaran Melalui Strory telling Perumahan Grand Citra Mandiri dalam Membangun Koneksi Emosional dengan Pembeli. NAAFI: JURNAL ILMIAH MAHASISWA, 2(1), 135 144.https://doi.org/10.62387/naafi.v2i1.348

Hamarto, W., & Mutoharoh, I. (2019). Pengaruh Gaya Kepemimpinan dan Disiplin Kerja terhadap Kinerja Karyawan. Journal of Economics and Business UBS, 8(1), 89-97.

Kaharudin, E. (2025). Peran brand Storytelling dalam membangun loyalitas pelanggan: Studi fenomenologi pada UMKM kuliner Kota Semarang. Jurnal Bisnis Dan Manajemen (JURBISMAN).

Mantow, N. Y. P. (2025). Pengaruh Storytelling dan Emotional Attachment terhadap Purchase Intention Kopi Kenangan di Jambi dengan Brand Trust sebagai Variabel Mediasi. Jurnal Media Akademik (JMA).

Nathaneil, K. (2025). Pengaruh Storytelling Terhadap Identitas Merek Dan Keterlibatan Konsumen Di Platform Digital. GEMAH RIPAH: Jurnal Bisnis, 5(03), 150-167.https://doi.org/10.69957/grjb.v5i03.2317

Ohara, M. R., Albeta, F. R., Karneli, O., & Aprilla, V. R. (2025). Psikologi Konsumen dalam Era Digital: Analisis Literatur tentang Peran Emosi dalam Digital Advertising dan Brand Attachment. Jurnal Minfo.

Pangesti, N. A., & Syahrinullah, S. (2025). Membangun Strategi Koneksi Emosional Pelanggan Pada Counter Siti Cell Di Tangerang. Journal of Management Branding.

Putra, I. (2025). Efektivitas Visual Depiction Effect sebagai Strategi Social Media Marketing di Instagram dalam Peningkatan Customer Emotional Journey dan Brand Awareness (Studi Kasus pada UMKM Kuliner Sand Donuts) (Doctoral dissertation, Politeknik Negeri Bali).

Rakhmalina, I., & Anggraini, DU (2024). Pengaruh Manajemen Kualitas Sumber Daya Manusia Terhadap Kinerja Pelayanan Masyarakat Di Kantor Camat Sungai Lilin Kabupaten Musi Banyuasin. Jurnal Manajemen Kompeten , 7 (1), 90-104.

Sianani, M. A. D. (2025). Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma. Jurnal Riset Manajemen.