Penerapan Storytelling dalam Mendorong Keputusan Pembelian dan Meningkatkan Penjualan Raw Honey PT Imago Randau Harmoni

Abstract

Maraknya praktik pemalsuan madu di pasaran menimbulkan skeptisme konsumen terhadap keaslian produk. Penelitian ini bertujuan menganalisis pengaruh penerapan storytelling terhadap penurunan tingkat skeptisme konsumen dan keputusan pembelian produk Imago Raw Honey. Penelitian menggunakan 100 responden yang ditentukan dengan rumus Lemeshow dan dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modelling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa storytelling berpengaruh positif dan signifikan terhadap penurunan tingkat skeptisme konsumen, sedangkan penurunan skeptisme berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa storytelling efektif meningkatkan kepercayaan konsumen, mendorong keputusan pembelian, dan mendukung peningkatan volume penjualan produk Imago Raw Honey.

The rise of honey counterfeiting practices in the market has caused consumer skepticism about the authenticity of products. This study aims to analyze the influence of marketing strategies through storytelling on reducing consumer skepticism and purchasing decisions of Imago Raw Honey products. The study used 100 respondents determined by the Lemeshow formula and selected using the purposive sampling technique. Data analysis was carried out using Structural Equation Modelling–Partial Least Square (SEM-PLS). The results showed that storytelling had a positive and significant effect on reducing consumer skepticism, while decreasing skepticism had a positive and significant effect on purchasing decisions. These findings show that storytelling is effective in increasing consumer trust, driving purchase decisions, and supporting an increase in sales volume of Imago Raw Honey products.