Bintang Dien Islami, . (2026) PENGARUH STORYTELLING PADA INSTAGRAM KOPI TUKU TERHADAP KEPUTUSAN PEMBELIAN DI KALANGAN GEN Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Coffee consumption trends in Indonesia have grown significantly, particularly among Generation Z, who show a strong preference for local coffee brands such as Kopi Tuku. This trend has intensified competition within the modern coffee shop industry, requiring brands to implement effective marketing communication strategies to differentiate themselves from their competitors. In response to this competitive environment, Kopi Tuku employs a digital marketing communication strategy through storytelling on its Instagram account, @tokokopituku, particularly in content featuring new store openings, to establish emotional connections with its audience. Although storytelling is widely regarded as an effective marketing approach, empirical evidence is still needed to determine the extent to which such narrative content influences consumers' purchasing decisions. This study aims to analyze the magnitude of the influence of storytelling on Kopi Tuku's Instagram account on the purchasing decisions of Generation Z. A quantitative approach with an explanatory research design was employed. Data were collected through questionnaires distributed to 110 Generation Z respondents who actively follow the @tokokopituku Instagram account and have viewed the storytelling content related to new store openings. Statistical data analysis was conducted using correlation analysis, simple linear regression analysis, and hypothesis testing. The findings indicate that storytelling has a positive and significant influence on the purchasing decisions of Generation Z consumers. This positive relationship suggests that the more engaging and authentic the storytelling conveyed through Kopi Tuku's Instagram content, the greater the likelihood that consumers will make purchasing decisions. These findings also support the relevance of the Facets Model of Effects (FME) theory, demonstrating that storytelling-based marketing communication is capable of influencing consumers' psychological responses comprehensively, ultimately leading to actual purchasing behavior.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411093] [Pembimbing: Lusia Handayani] [Penguji 1: Damayanti] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | Facets Model of Effects Theory, Generation Z, Instagram, Kopi Tuku, Purchase Decision, Storytelling. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | BINTANG DIEN ISLAMI |
| Date Deposited: | 31 Aug 2026 08:20 |
| Last Modified: | 31 Aug 2026 08:20 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53570 |
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