PENGARUH STORYTELLING BRANDING TERHADAP KEPERCAYAAN DAN LOYALITAS KONSUMEN DI ERA DIGITAL

Abstract

This study synthesizes empirical and theoretical literature to examine how brand storytelling in digital channels influences consumer trust and loyalty. Drawing on studies across social media marketing, digital storytelling, and brand experience, we develop a conceptual model where storytelling quality (authenticity, emotional appeal, and consistency) positively affects brand trust, which in turn mediates the effect on brand loyalty. The synthesis indicates that storytelling that evokes emotional engagement and brand authenticity strengthens consumer–brand relationships and fosters repeat patronage and advocacy. Methodologically, the paper proposes a mixed-methods approach (survey with SEM and in-depth interviews) to validate the model in a digital consumer context. Contributions include (1) integrating recent empirical findings on digital storytelling and trust, (2) proposing operational definitions and measurement items for storytelling quality, trust, and loyalty, and (3) offering managerial implications for crafting effective digital brand narratives. This work aids researchers and practitioners in designing storytelling strategies that build sustainable customer relationships in the digital era.