THE INFLUENCE OF STORYTELLING TECHNIQUE DESCRIPTION ON CUSTOMER ENGAGEMENT AND CROWDFUNDING ACHIEVEMENT: CASE STUDY KITABISA.COM

• Main Author: Devian Robiady, Nurlita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38793
• Institution: Institut Teknologi Bandung

Nowadays, storytelling is the future of branding in marketing. Storytelling use as the main tool in crowdfunding to tells the story to explain the campaign. Crowdfunding in the digital area is a platform to create a campaign and the other financing together to meet the goals. Crowdfunding platform is intermediaries between funders and creators utilize social media to engage the funders. Mostly, the crowdfunding platform uses Facebook as their social media since easy to goes viral. Kitabisa, leading crowdfunding in Indonesia, use Facebook page to connecting the funder and creators and helping funders to see the story behind the campaign. Facebook page appears an engagement from the users by a number of likes, comments, and shares before users give an action further to purchase. In crowdfunding area, customer purchases show in the achievement of donation. To get attention from people, crowdfunding content has to be creative and persuasive. Content that consist of storytelling makes people more engage and increase achievement of donation. Furthermore, storytelling technique in Kitabisa divided into direct and indirect storytelling. Therefore, it is important to analyze customer engagement on Facebook as a mediator between storytelling technique and achievement of donation. There is no recent study about storytelling, customer engagement, and customer purchase in the crowdfunding area; hence, it is an interesting topic for research material. In this study, the researcher will collect the data from the Facebook page with content analysis from June 2016 and ends in March 2019 with the criteria that the campaign should about the children disease issues, the campaign has to be completed, the campaign is only present in posting picture and the description and the campaigns has to owned by the creators and does not have support from others such as celebrity or influencer. This study uses a mediation analysis approach to see direct and indirect effect of customer engagement on the storytelling and achievement of donation. The result of this study tells there is direct effect of storytelling technique on achievement of donation and customer engagement however indirect effect does not occurs in this study and customer engagement is not mediating. The finding of the analysis will give a new perspective of using storytelling techniques in the future of content in crowdfunding marketing. Consequently, it will help marketers to create storytelling technique content that can increase customer engagement and achievement on donation.