THE INFLUENCE OF BRAND STORIES ON CUSTOMER’S PURCHASE INTENTION (A STUDY ON GO-JEK VIDEO CAMPAIGN)

• Main Author: Phedra Khoirunnisaa, Nakita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66784
• Institution: Institut Teknologi Bandung

Abstract: Developing a strong brand is becoming increasingly important in today's competitive industries. Due to the variety of alternatives, consumers may easily reject one brand in favor of another. This increases the pressure on companies to create loyal consumer relationships, which means they must meet the standards set. The focus of this research is to look at the impact of brand story elements on Go-Jek consumer purchase intentions. The aims of this research are to analyze the roles of brand story elements on customer purchase intention and the impact of brand attitude on the relationship between customer purchase intention and consumer brand identity. This study's sample consists of users in Indonesia who use social media and have used the Go-Jek app in the last three months. Surveys were used in this study to conduct a quantitative approach. The researcher used a Likert Scale of five ratings ranging from strongly disagree to strongly agree in the research variable questionnaire section. Brand Story Elements, Brand Attitude, Purchase Intention, and Customer Brand Identification all have a significant impact. According to the data, reversal and humor have the most significant direct effect on brand attitude among the four brand story components. The story aspects (reversal and humor) influence brand attitudes, according to the research findings. However, brand attitudes influence customer brand identification and purchase intention. The story element influenced customer purchase intention for the Go-Jek Campaign video, according to the research question. Through the use of storytelling elements, this study gives an in-depth insight into the important aspects that impact Indonesian customers' decisions to use Go-Jek. Keywords: Brand Stories, Brand Attitude, Purchase Intention, Customer Brand Identification