WINNING HEARTS AND MINDS: IS DIGITAL STORYTELLING AND CONSUMER SELF-EFFICACY EFFECTIVE IN DRIVING PERFUME PURCHASE DECISIONS IN INDONESIA?

• Main Author: Tahniah Bestari, Raddin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83456
• Institution: Institut Teknologi Bandung

The growing popularity of personal care routines and the evolution of the local perfume industry have heightened the complexity and diversity of perfume products. With the advent of ecommerce and the growing use of social media, the perfume industry faces unique challenges in conveying sensory experiences online. Supported by technological advancements that make online shopping more accessible, Generation Z is highly inclined toward online shopping. Known for being careful and selective shoppers, Generation Z represents a significant market segment. In an era where digital engagement transforms consumer behavior, this study delves into how digital storytelling can effectively bridge the sensory gap by engaging consumers emotionally and cognitively. Additionally, it examines the role of consumer self-efficacy in building confidence in online perfume purchases, with consumer brand identification serving as a mediating factor. A quantitative survey was conducted among 4,422 Indonesian respondents aged 18 to 24 who have purchased local perfume online. PLS-SEM was used to analyze the associations between the tested variables, based on primary data gathered via an online questionnaire. The findings highlight that compelling digital storytelling significantly enhances consumer brand identification and leads to purchasing decisions. Moreover, high consumer selfefficacy also positively correlates with these outcomes. This research contributes to the academic understanding of digital marketing strategies in sensory product categories and extends the application of self-efficacy theory to the marketing domain to boost online perfume sales in Indonesia. The results guide online retailers and marketers, particularly in the local Indonesian perfume industry, to develop effective strategies to attract potential customers. Practical recommendations include investing in digital storytelling, enhancing consumer self-efficacy, and leveraging data-driven insights for continuous improvement.