THE INFLUENCE OF STORYTELLING AD AND EWOM ON HMNS PURCHASE INTENTION

• Main Author: Andrena Siahaan, Toti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79806
• Institution: Institut Teknologi Bandung

As social media grows, digital marketing has more and more ways to introduce the products. In the perfume industry, it is challenging because, unfortunately, until now, no technology can help convey scents digitally. Customers cannot smell the product through social media. Therefore, there should be a different way to market this product. In addition, local perfume brands in Indonesia increase yearly, and many new brands emerge. So, brands have to create different ways to attract consumers. One brand that is facing this challenge is HMNS. Interestingly, HMNS has created a different strategy, which is Storytelling. However, it turns out that a brand's story alone is not enough because customers also find information about the product from peer reviews from previous consumers (EWOM). Therefore, this study wants to examine the influence of Storytelling and EWOM on HMNS purchase intention. Besides, the researchers also want to see the mediated role of persuasion knowledge. This study uses a quantitative approach through online questionnaires as tools to collect the data and obtained 218 respondents. PLS-SEM using SmartPLS4 is used to analyze the data. The result of this research indicates that Storytelling and EWOM have a significant positive influence on purchase intention. The data also said that EWOM has a more significant impact on Purchase Intention. Therefore, HMNS and other perfume companies could use Storytelling as the strategy and pay attention to EWOM on social media as it can influence the customer's purchase intention, boosting sales and leading to more profitability.