Pengaruh storytelling, Electronic Word of Mouth E-WOM dan Brand Experience terhadap Brand Engagement dan Brand Equity; Studi konsumen Zenerasi Z Skincare merek Skintific di Kota Malang

INDONESIA:

Persaingan industri skincare yang semakin kompetitif menuntut perusahaan untuk membangun keterlibatan konsumen dan memperkuat nilai merek melalui strategi pemasaran digital yang efektif. Storytelling, electronic word of mouth (eWOM), dan Brand Experience merupakan faktor yang berpotensi memengaruhi Brand Engagement, yang selanjutnya berdampak pada Brand Equity. Penelitian ini bertujuan untuk menganalisis pengaruh Storytelling, E-WOM, dan Brand Experience terhadap Brand Engagement serta pengaruh Brand Engagement terhadap Brand Equity pada konsumen Generasi Z pengguna skincare merek Skintific di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan
data primer yang diperoleh melalui penyebaran kuesioner secara daring menggunakan Google Form. Populasi penelitian adalah konsumen Generasi Z pengguna skincare Skintific di Kota Malang. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden yang memenuhi kriteria dan dianalisis sebanyak 142 responden. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLSSEM) dengan bantuan perangkat lunak SmartPLS 4 melalui pengujian Inner Model, Inner Model, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Storytelling dan Brand Experience berpengaruh positif dan signifikan terhadap Brand Engagement, sedangkan
electronic word of mouth (e-WOM) berpengaruh positif namun tidak signifikan. Selain itu, Brand Engagement terbukti berpengaruh positif dan signifikan terhadap Brand Equity. Temuan ini mengindikasikan bahwa Brand Experience merupakan faktor yang paling dominan dalam meningkatkan keterlibatan konsumen, sementara Storytelling yang autentik turut memperkuat hubungan konsumen dengan merek.Temuan ini menegaskan bahwa Brand Experience dan Storytelling berperan penting dalam meningkatkan keterlibatan konsumen dan memperkuat Brand Equity
Skintific. Semakin tinggi tingkat keterlibatan konsumen terhadap merek, semakin kuat pula nilai merek yang terbentuk di benak konsumen.

ENGLISH:

The increasingly competitive skincare industry requires companies to enhance consumer engagement and strengthen brand value through effective
digital marketing strategies. Storytelling, electronic word of mouth (e-WOM), and Brand Experience are factors that potentially influence Brand Engagement, which subsequently affects Brand Equity. This study aims to analyze the effects of Storytelling, E-WOM, and Brand Experience on Brand Engagement, as well as the effect of Brand Engagement on Brand Equity among Generation Z consumers of Skintific skincare products in Malang City. This study employed a quantitative explanatory approach using primary data collected through an online questionnaire distributed via Google Forms. The population consisted of Generation Z consumers who use Skintific skincare products in Malang City. The sampling technique used was purposive sampling, resulting in 142 respondents, which exceeded the minimum sample size requirement based on Malhotra's guideline. Data were analyzed using the Partial Least

Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that Storytelling and Brand Experience have a positive and significant effect on Brand Engagement, while electronic word of mouth (e- WOM) has a positive but insignificant effect. In addition, Brand Engagement has a positive and significant effect on Brand Equity. These findings suggest that Brand Experience is the most dominant factor in enhancing consumer engagement, while authentic Storytelling strengthens the relationship between consumers and the
brand. Furthermore, the findings confirm that Brand Experience and Storytelling play important roles in increasing consumer engagement and strengthening Skintific’s Brand Equity