THE INFLUENCE OF DIGITAL BRAND STORY ON CONSUMER BRAND ATTITUDE AND BEHAVIOR INTENTION TOWARDS DIGITAL APPLICATIONS

• Main Author: Azzahra, Ariqa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66696
• Institution: Institut Teknologi Bandung

Brand story is a means of connecting and communicating products and brands to consumers. However, with the accelerated use of digital technologies, consumers have become bombarded with different types of ads – brand story included – which makes creating a meaningful connection with consumers through brand story a vexing challenge, despite billions spent by the companies to create the ads. This study aims to identify aspects of digital brand story that can affect consumers attitude towards brand and to determine if the use of digital brand story brings positive consumer attitude towards brand. This study dug deeper into elements and effects of digital brand story in marketing which has not been adequately researched namely narrative engagement, brand attitude, behavioural intention, and elements of brand story (authenticity, reversal, humor, and conciseness). This study used a quantitative approach & collected data from 203 respondents through an online questionnaire. There are 2 short video brand story ads provided in the survey from brand Gojek. The data itself is analyzed using the PLS-SEM method & Smartpls application. This study finds that, humor, reversal, and conciseness have significant positive influence towards consumer engagement in the narrative of brand story ads. This study also confirms that consumer attitude towards brand is positively affected by consumer engagement towards the narrative of the brand story ads. Meanwhile, consumer behavior intention is affected by narrative engagement as well as brand attitude. With these findings it is recommended for future study to further explore the elements within the variables in this study such as elements of brand story and narrative engagement. Lastly, findings of this study are expected to contribute to the enhancement of digital marketing strategy, specifically the use of brand story, especially for digital application-based businesses that targeted Generation Z as one of its consumers. Keyword: brand story, narrative engagement, brand attitude, behavior intention, digital application