PENGARUH STORYTELLING MARKETING, BRAND TRUST DAN PRICE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC PADA APLIKASI BELANJA ONLINE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Produk Skintific di Kota Bandar Lampung)

Anggun, Wijayanti (2025) PENGARUH STORYTELLING MARKETING, BRAND TRUST DAN PRICE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC PADA APLIKASI BELANJA ONLINE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Produk Skintific di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh perkembangan teknologi dalam persaingan bisnis semakin berkembang dengan pesat. hal itu merupakan peluang sekaligus tantangan disetiap perusahaan untuk memperkenalkan serta memelihara produknya. Produk sejenis sudah banyak beredar di pasaran, sehingga membuat perusahaan untuk mengembangkan strategi agar konsumen lebih mudah dalam memilih produk yang mereka cari. Rumusan masalah pada penelitian ini adalah apakah storytelling marketing, brand trust dan price memiliki pengaruh signifikan terhadap purchase intention dan serta bagaimana pandangan storytelling marketing, brand trust dan price dalam perspektif bisnis islam. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data dilakukan dengan menyebarkan data kuesioner pada para pengguna produk skintific di Sukarame kota Bandar Lampung melalui google form. Sampel pada penelitian ini berjumlah 96 responden dengan Teknik pengumpulan data dalam penelitian ini menggunakan data primer dan sekunder. Data primer didapatkan melalui penyebaran kuesioner dan observasi, sedangkan data sekunder didapatkan melalui dokumen-dokumen yang menunjang penelitian ini. Pengolahan data dalam penelitian ini menggunakan IBM SPSS versi 18. Berdasarkan hasil analisis data diperoleh simpulan bahwa storytelliing marketing berpengaruh positif dan signifikan terhadap purchase intention produk Skintific. Variabel brand trust berpengaruh positif dan signifikan terhadap purchase intention produk Skintific. Pada variabel price berpengaruh positif dan signifikan terhadap purchase intention produk Skintific. Serta dalam perspektif islam produk Skintific sudah menerapkan prinsip transparansi dan produk Skintific sudah halal MUI. Kata Kunci : Storytelling Marketing, Brand Trust, Purchase Intention. ABSTRACT This research is motivated by technological developments in business competition which is growing rapidly. This is both an opportunity and a challenge for every company to introduce and maintain its products. Many similar products are already circulating on the market, which has led companies to develop strategies to make it easier for consumers to choose the products they are looking for. The formulation of the problem in this research is whether storytelling marketing, brand trust and price have a significant influence on purchase intention and what is the view of storytelling marketing, brand trust and price from an Islamic business perspective. This study uses a quantitative method. Data collection was carried out by distributing questionnaires to users of Skintific products in Sukarame, Bandar Lampung, through Google Forms. The sample in this study amounted to 96 respondents, with data collection techniques using both primary and secondary data. Primary data were obtained through questionnaire distribution and observation, while secondary data were obtained through supporting documents for this research. Data processing in this study used IBM SPSS version 18. Based on the research conducted, it shows that storytelling marketing has a positive and significant effect on the purchase intention of Skintific products. The brand trust variable has a positive and significant effect on the purchase intention of Skintific products. The price variable has a positive and significant effect on the purchase intention of Skintific products. From an Islamic perspective, Skintific products have applied the principle of transparency and have been certified halal by MUI. Keywords: Storytelling Marketing, Brand Trust, Purchase Intention

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