The Impact of Storytelling Marketing on Brand Equity and Purchase Decisions on Shopee During Pandemic Covid-19

Abstract

Online shopping is a new shopping method that is widely used by the public, it is because of its effectiveness and convenient to get the required products. Online shopping is an activity of purchasing goods/services through internet services, and it allows the customers to preview the goods/services that they wish to buy through a website or online shopping application, they can consider before deciding to buy a product/service. One of the factors that a buyer considers is the assessment comments given from previous buyers as the evaluation from the consumers can be as an evidence of purchase and it works as a reference for other consumers to decide for purchasing the products through the storytelling marketing method. Storytelling marketing is used to convey the advantages of a product that is being promoted. The purpose of this study is to analyze the effect of storytelling on brand equity and purchasing decisions on the Shopee online shopping platform during the covid 19 pandemic. The research methodology used is a quantitative method using a questionnaire to measure the effect of storytelling marketing on purchasing decisions during the covid 19 pandemic. The results shown is that there is a significant effect of storytelling marketing on brand equity purchasing decisions on the online shopping site Tokopedia during the covid 19 pandemic. Previous consumer's ratings have a great influence on brand equity and purchasing decisions.