ABSTRAK
Pelopor dessert box nomor satu di Indonesia Bittersweet By Najla memiliki fokus
pemasaran dengan memanfaatkan media sosial khususnya Tiktok. Konten yang terdapat dalam
Tiktok @bittersweetbynajla memiliki strategi pemasaran menggunakan teknik storytelling.
Storytelling merupakan teknik yang efektif untuk mendistraksi berbagai aspek seperti aksi,
komunikasi, transimisi nilai, dan pengetahuan. Strategi storytelling marketing yang digunakan
seringkali menimbulkan interaksi dengan followers-nya. Interaksi tersebut berpotensi untuk
meningkatkan minat pembelian terhadap produk @bittersweetbynajla. Minat pembelian dapat
diartikan sebagai perasaan tertarik terhadap suatu produk serta berpotensi untuk membeli produk
tersebut. Dalam penelitian ini teori AIDA dijadikan indikator variabel minat pembelian. Penelitian
ini dilakukan untuk mengetahui ada tidaknya pengaruh serta besaran pengaruh storytelling
marketing terhadap minat pembelian pada followers TikTok @bittersweetbynajla dengan
menggunakan metode kuantitatif dan melibatkan 100 responden followers TikTok
@bittersweetbynajla. Hasil penelitian menyatakan bahwa storytelling marketing memiliki
pengaruh yang sangat kuat terhadap minat pembelian sebesar 99,1% dimana 0,9% dipengaruhi
oleh faktor lain berdasarkan perhitungan koefisien determinasi. Sedangkan berdasarkan uji
koefisien korelasi, hasil signifikansi 0,000<0,05 sehingga terdapat hubungan positif dan sangat
kuat antara storytelling marketing dan minat pembelian.
Kata Kunci: storytelling marketing, minat pembelian, media sosial, AIDA
ABSTRACT
The pioneer of the number one dessert box in Indonesia Bittersweet By Najla has a
marketing focus by utilizing social media, especially Tiktok. The content contained in TikTok
@bittersweetbynajla has a marketing strategy using storytelling techniques. Storytelling is an
effective technique for distracting various aspects such as action, communication, value
transmission, and knowledge. The storytelling marketing strategy used often creates interaction
with followers that has the potential to increase purchase intention in @bittersweetbynajla
products. Purchase intention can be interpreted as a feeling of being attracted to a product and
having the potential to buy. In this research, AIDA theory becomes an indicator of purchase
intention variable. This research was conducted to find out the relationship and the magnitude of
the influence of storytelling marketing on the purchase intention of @bittersweetbynajla TikTok
followers using a quantitative method and involving 100 respondents to @bittersweetbynajla
TikTok followers. The results of the study stated that storytelling marketing had a very strong
influence on the purchase intention of 99.1% where 0.9% was influenced by other factors based
on the calculation of the coefficient of determination. Based on the correlation coefficient test, the
significance is 0.000<0.05 so there is a positive and very strong relationship between storytelling
marketing and purchase intention.
Keyword: storytelling marketing, purchase intention, social media, AIDA