THE INFLUENCE OF STORYTELLING APPROACH TOWARDS BANDUNG CITIZENS’ EMPATHY TO BEHAVIOUR INTENTION ON WASTE MANAGEMENT SERVICE

• Main Author: Chantika, Minaria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57226
• Institution: Institut Teknologi Bandung

In this digital era, content marketing is the best way to communicate with potential customers. Moreover, because of this pandemic, everything is going online. Storytelling is one of the content marketing that has been trending among the marketeers because of its power to evoke the emotional feeling from its viewers. Previous studies (Akgün et al., 2015; Hsiao et al., 2013) have shown that storytelling could evoke empathy of the travelers that lead to intention to visit. However, the research about the influence of storytelling to behavior intentions are still few. Therefore, this study was conducted to find out how storytelling approaches influence Bandung citizens to use waste management service. The researcher uses the framework of storytelling that adapted from heuristics theory to assess the components of storytelling that could influence behavioral intentions. This research uses both qualitative and quantitative methods by conducting interviews, experimental design, and distributing online questionnaires. Two hundred and seventeen Bandung citizens who range from 20-55 years old were involved in this study. Partial Least Square model is used in this research to analyze the data. The result indicated that self-reference is the only component that significantly generates empathy that leads to behavioral intentions (intention to use and word of mouth) among Bandung citizens. From this finding, the researcher suggests Waste Management company to make a storytelling content that relates potential customers personally and make them look back to their previous experiences.