Pengaruh Storytelling, WOM, dan Brand Awareness Terhadap   Keputusan Pembelian di Toko Murah Jenggawah

Fadilatul Hasanah; Budi Santoso; Nursaidah

doi:10.24127/diversifikasi.v6i1.11187

Fadilatul Hasanah Universitas Muhamadiyah Jember
Budi Santoso
Nursaidah

DOI: https://doi.org/10.24127/diversifikasi.v6i1.11187

Keywords: Storytelling, Word of Mouth and Brand Awareness

Abstract

This research was conducted to determine the influence of storytelling, word of mouth and
brand awareness on purchasing decisions at the Jenggawah Murah Shop. This research uses
an associative quantitative method with a purposive sampling method of 90 respondents, using
a questionnaire distributed via Google from to consumers of the Jenggawah Cheap Shop in
Jember Regency. The data analysis used is the multiple linear regression test, partial test, and
coefficient of determination test (R2). And the results of the analysis using SPSS 27 show that
the three variables, namely storytelling, word of mouth, and brand awareness have a
significant influence on purchasing decisions at the Jenggawah Cheap Shop. The results of the
determination test (r2) were (41.6%) showing the large proportion or percentage contribution
of the Storytelling, Word of Mouth and Brand Awareness variables to purchasing decisions.
Meanwhile (58.4%) was contributed by other variables not included in this research, for
example store atmosphere, location, price and so on.

Author Biographies

Budi Santoso

This research was conducted to determine the influence of storytelling, word of mouth and
brand awareness on purchasing decisions at the Jenggawah Murah Shop. This research uses
an associative quantitative method with a purposive sampling method of 90 respondents, using
a questionnaire distributed via Google from to consumers of the Jenggawah Cheap Shop in
Jember Regency. The data analysis used is the multiple linear regression test, partial test, and
coefficient of determination test (R2). And the results of the analysis using SPSS 27 show that
the three variables, namely storytelling, word of mouth, and brand awareness have a
significant influence on purchasing decisions at the Jenggawah Cheap Shop. The results of the
determination test (r2) were (41.6%) showing the large proportion or percentage contribution
of the Storytelling, Word of Mouth and Brand Awareness variables to purchasing decisions.
Meanwhile (58.4%) was contributed by other variables not included in this research, for
example store atmosphere, location, price and so on.

Nursaidah

This research was conducted to determine the influence of storytelling, word of mouth and
brand awareness on purchasing decisions at the Jenggawah Murah Shop. This research uses
an associative quantitative method with a purposive sampling method of 90 respondents, using
a questionnaire distributed via Google from to consumers of the Jenggawah Cheap Shop in
Jember Regency. The data analysis used is the multiple linear regression test, partial test, and
coefficient of determination test (R2). And the results of the analysis using SPSS 27 show that
the three variables, namely storytelling, word of mouth, and brand awareness have a
significant influence on purchasing decisions at the Jenggawah Cheap Shop. The results of the
determination test (r2) were (41.6%) showing the large proportion or percentage contribution
of the Storytelling, Word of Mouth and Brand Awareness variables to purchasing decisions.
Meanwhile (58.4%) was contributed by other variables not included in this research, for
example store atmosphere, location, price and so on.