Pengaruh Storytelling Papua Red Fruit dan Green Brand Image terhadap Brand Loyalty Skincare Premium from this Island

Aulia Fathin Nadhira; Handry Sudiartha Athar

doi:10.71456/sur.v4i2.1890

Authors

Aulia Fathin Nadhira* Universitas Mataram
Handry Sudiartha Athar Universitas Mataram

DOI:

https://doi.org/10.71456/sur.v4i2.1890

Keywords:

Papua Red Fruit Storytelling, Green Brand Image, Brand Loyalty

Abstract

Penelitian ini bertujuan menganalisis pengaruh Storytelling Papua Red Fruit dan Green Brand Image terhadap Brand Loyalty pada konsumen skincare premium From This Island di Kota Mataram. Metode yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Sampel penelitian berjumlah 100 responden yang ditentukan melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner berskala Likert, kemudian dianalisis dengan regresi linier berganda menggunakan SPSS. Hasil pengujian parsial menunjukkan bahwa Storytelling Papua Red Fruit berpengaruh positif terhadap Brand Loyalty (t = 7,688; p < 0,05), demikian pula Green Brand Image (t = 10,194; p < 0,05). Secara simultan, kedua variabel juga berpengaruh terhadap Brand Loyalty (F = 76,031; p < 0,05) dengan koefisien determinasi (R²) sebesar 0,611. Ini berarti 61,1% variasi loyalitas merek dapat dijelaskan oleh storytelling berbasis bahan lokal Papua dan persepsi citra ramah lingkungan. Hasil tersebut menegaskan bahwa penguatan narasi bahan aktif serta konsistensi citra hijau berperan penting dalam membentuk loyalitas konsumen pada pasar skincare premium lokal.

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Arnould, E. J., & Charig J. Thompson. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882.

Arora, S. (2025). The Impact of Emotional Storytelling on Brand Loyalty: A Study of Consumer Engagement through Social Media Advertising. Journal of Information Systems Engineering and Management, 10(15s), 750–761. https://doi.org/10.52783/jisem.v10i15s.2516

Athar, H. S. (2020). The Effect Of Brand Image, Price And Promotion On The Decision To Stay At Cadaka Hotel - Central Java. Media Bina Ilmiah, 14(12), 3603–3612.

Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., & Waheed, T. (2020). Green Brand Benefits and Brand Outcomes : The Mediating Role of Green Brand Image. https://doi.org/10.1177/2158244020953156

Berry, L. L. (2002). Journal of Relationship Marketing. Relationship Marketing in the New Economy, 1(1), 45.

Chaudary, D., & Sharma, S. N. (2023). Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics. International Journal For Multidisciplinary Research, 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3147

Dewi, N., Athar, H. S., & Dakwah, M. (2022). Pengaruh Brand Reputation , Brand Trust dan Perceived Quality terhadap Brand Loyalty Emina Cosmetics di Kota Mataram. Sharia Economy and Islamic Tourism, 2(2), 37–49.

Eva, E., & Widya, P. R. (2021). Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Minat Masuk Calon Mahasiswa Baru Di Institut Shanti Bhuana. UMMagelang Conference Series, 312–325. https://journal.unimma.ac.id/index.php/conference/article/view/5880

Feng, X., Wang, P., & Zhang, K. (2024). A study on the construction of brand storytelling and the emotional connection of Generation Z. Finance & Amp; Economics, 1(1), 1–6.

Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge University Press.

Gilal F. G, Channa, N. A., & Zhang, J. (2023). Storytelling, Brand Love, and Customer Loyalty: The Moderating Role of Consumer Personality. Psychology & Marketing, 40, 78–93.

Giovanis, A. N., & Athanasopoulou, P. (2017). Journal of Retailing and Consumer Services Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, February 2016, 1–8. https://doi.org/10.1016/j.jretconser.2017.03.003

Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. J Pers Soc Psychol, 79(5), 701–721.

Indriani, P., Sulhaini, S., & A, H. S. (2025). The Influence of Brand Equity and Brand Image on Purchase Intention of Kawasaki Brand in Mataram City. Indonesian Development Economics and Localities, 1(1), 1–9.

Kaur, J., & Rana, S. (2022). Exploring the Impact of Authentic Storytelling on Brand Trust and Loyalty: A Consumer Perspective. International Journal of Consumer Studies, 4(6), 423–435.

Maharani, A., & Setiawati, S. D. (2024). Penggunaan Storytelling Dalam Pemasaran Digital Pelaku UKM Perempuan. Jurnal Ilmiah Indonesia, 9(1), 2541–0849.

Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Jurnal Manajemen Bisnis, 14(2), 274–296. https://doi.org/10.18196/mb.v14i2.17830

Monita, R. (2023). From This Island Hadirkan Skincare dari Warisan Alam Indonesia. Marketeers. https://www.marketeers.com/from-this-island-hadirkan-skincare-dari-warisan-alam-indonesia/

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.

Nguyen-viet, B., Thi, A., & Nguyen, L. (2024). Acta Psychologica Vietnamese consumer ’ s perspective on green beauty care products : Exploring the impact of animal welfare concerns and skepticism toward green advertising. Acta Psychologica, 244(December 2023), 104210. https://doi.org/10.1016/j.actpsy.2024.104210

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44.

Paramita, E. L., & Saputri, I. A. (2022). The Influence of Brand Loyalty on Customers ’ Repurchase Decisions of Green Beauty Product. Jurnal Manajemen Bisnis, 13(1), 121–137. https://doi.org/10.18196/mb.v13i1.13028

Parris, D. L., & Guzman, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191–234.

Putri, G. W. H., & Budhi, H. (2025). The Influence of Green Brand Image, Satisfaction, Trust, on Loyalty Moderated by Environmental Ethics on Green Products in Indonesia. International Journal of Current Science Research and Review, 08(01), 352–367. https://doi.org/10.47191/ijcsrr/v8-i1-37

Rokka, J. (2021). Consumer Culture Theory’s future in marketing. Journal of Marketing Theory and Practice, 29(1), 114–124. https://doi.org/10.1080/10696679.2020.1860685

Salsabilla, F., & Isharina I K. (2024). The effect of green brand image, green trust, and green satisfaction on customer loyalty. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(2), 348–358.

Sari, K., Sofia, F. D., Wahidah, S., Idrus, A., Studi, P., & Kimia, P. (2024). KONSEP KIMIA PADA PROSES PEMBUATAN TAHU : MAJALAH KIMIA DENGAN KONTEN ETNOKIMIA SEBAGAI SUPLEMEN PEMBELAJARAN KIMIA SMA Chemical Concept in The Tofu Making Process : A Chemistri Magazine with Etnochemistry Content as A Sypplement to High School Chemistry. https://doi.org/10.29303/cep.v7i1.4325

Spence, M. (1973). Job Market Signaling. The Quarterly Journal of Economics, 87(3), 355–374.

Sugiyono. (2023). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (Sutopo (ed.)). ALFABETA, cv.

Watson, A., Perrigot, R., & Dada, O. L. (2024). The effects of green brand image on brand loyalty : The case of mainstream fast food brands. Business Strategy and the Environment, July 2023, 806–819. https://doi.org/10.1002/bse.3523

Yolanda, V., & Keni, K. (2022). Customer Brand Engagement Dan Brand Experience Untuk Memprediksi Brand Loyalty Skincare Lokal: Variabel Brand Trust Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 380–393. https://doi.org/10.24912/jmieb.v6i2.19506

Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119.

Zhou, Z., He, Y., Xie, Y., & Mehmood, S. (2024). How Cultural Involvement in Different Brand Types Influences Willingness to Pay Premium: The Mediating Role of Brand Happiness. Behavioral Sciences, 14(10). https://doi.org/10.3390/bs14100908