The Impact Of Storytelling Marketing In Cosmetic Product Towards Consumer Purchase Decision

Ahmad Sarbaini, Syasya (2019) The Impact Of Storytelling Marketing In Cosmetic Product Towards Consumer Purchase Decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In this era of modernization, it is important to have a knowledge and strategies in order to make the consumer attract which the company product or service. If the company does not have enough knowledge regarding the strategies to engage with the consumer, hence it can give a bad effect to the business. By using another alternative, this research project will suggest to use a storytelling marketing, in order to create an effective relationship with consumer through advertising or marketing. The storytelling element will be categorized in term of attractive model, product packaging and consumer originated stories. Those elements might be having an effect towards consumer purchase decision. Hence, this research is conducted to get an information or data regarding the effect of the storytelling marketing in cosmetic product towards consumer purchase decision. Throughout the year, the sale of cosmetic product keeps on increasing. This is because nowadays, not only female is using cosmetic product, male also is buying cosmetic product, therefore the sale increasing year by year. For this research project, the questionnaire had been distributed to 300 respondent that using cosmetic product in their daily life and it is conducted around the Melaka Tengah. The objective to do this research project is to determine the most influential elements in the storytelling marketing on cosmetic product towards consumer purchase decision. To determine the impact of storytelling marketing towards consumer purchase decision, the researcher using descriptive analysis, reliability analysis Pearson’s correlation analysis and multiple regression analysis, in order to gather the data or result from the respondent

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