The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions
Dublin Core
Title
The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions
Creator
Muhammad Hafidl Maulana, Raden Roro Yulianti Prihatiningrum, Ikhwan Faisal, Laila Refiana Said
Proceedings Item Type Metadata
meta_title
The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions
Abstract/Description
This study aims to determine whether (1) storytelling marketing influences purchasing decisions for Somethinc skincare products, (2) copywriting influences purchasing decisions for Somethinc skincare products, and (3) storytelling marketing and copywriting simultaneously influence the decision to purchase Somethinc skincare products. This study uses a quantitative approach and was conducted in Banjarmasin City. The research respondents were 268 social media users who follow Somethinc's Instagram account, with an age range of 17-55 years. The sample was taken using a purposive sampling method, data was collected through questionnaires, and data analysis used multiple linear regression with the help of the SPSS 25 program. The results showed that both storytelling marketing and copywriting had a significant influence on purchasing decisions. The implications of this research provide insights for business practitioners to optimize their digital marketing strategies to enhance consumer engagement and trust.
publication_date
2025/06/15
pdf_url
https://insyma.org/proceedings/files/articles/Muhammad Hafidl Maulana.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/458
keywords
Storytelling Marketing, Copywriting, Purchasing Decisions, Instagram, Somethinc.
firstpage
895
lastpage
900
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
22
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
147
Files
Citation
Muhammad Hafidl Maulana, Raden Roro Yulianti Prihatiningrum, Ikhwan Faisal, Laila Refiana Said, “The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/458.