LOGIKA DESAIN PESAN DALAM STORYTELLING MARKETING
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Abstract
Media sosial membuka peluang bagi individu dan perusahaan untuk menjalankan strategi pemasaran dan promosi inovatif. Persaingan yang ketat mendorong para pemasar, brand ambassador, dan endorser untuk memaksimalkan upaya mereka. Storytelling marketing menjadi salah satu strategi komunikasi yang efektif untuk memaksimalkan proses pemasaran dan promosi. Penelitian ini menganalisis jenis pesan dan logika desain pesan dalam konten storytelling marketing di akun TikTok Natasha Surya (@natasha.surya). Metode analisis isi kualitatif menghasilkan temuan pesan informatif (54%), pesan persuasif (39%), dan pesan koersif (7%). Logika ekspresif (44%), retorika (44%), dan konvensional (12%) juga diidentifikasi dalam konten Natasha. Terdapat pola yang menunjukkan keselarasan antara jenis pesan dan logika desain pesan, yaitu pesan informatif dengan logika ekspresif, pesan persuasif dengan logika retorika, dan pesan koersif dengan logika konvensional. Namun, beberapa variasi juga ditemukan, menunjukkan kompleksitas storytelling marketing di media sosial.
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How to Cite
Manafe, A., Wutun, M., & Aslam, M. (2024). LOGIKA DESAIN PESAN DALAM STORYTELLING MARKETING. Jurnal Digital Media Dan Relationship, 6(1), 25-37. https://doi.org/10.51977/jdigital.v6i1.1628
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Morissan. (2015). Periklanan Komunikasi Pemasaran Terpadu. Kencana. https://books.google.co.id/books?id=U9xDDwAAQBAJ
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Murdiyanto, E. (2020). Metode Penelitian Kualitatif (Sistematika Penelitian Kualitatif). In Yogyakarta Press (1st ed.). Lembaga Penelitian dan Pengabdian Pada Masyarakat UPN ”Veteran” Yogyakarta Press. http://www.academia.edu/download/35360663/METODE_PENELITIAN_KUALITAIF.docx
Nasrullah, R. (2017). Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi (N. S. Nurbaya (ed.); 4th ed.). Simbiosa Rekatama Media.
O’Keefe, B. J. (1988). The logic of message design: Individual differences in reasoning about communication. Communication Monographs, 55(1), 80–103. https://doi.org/10.1080/03637758809376159
Panggo, T. E., Mandaru, S. S. E., & Tuhana, V. E. (2023). KOMUNIKASI PERSUASIF PUSAT KEGIATAN BELAJAR MENGAJAR PADA ANAK JALANAN DI WILAYAH KOTA KUPANG. Deliberatio: Jurnal Mahasiswa Komunikasi, 3(1), 12–25. https://doi.org/10.59895/deliberatio.v3i1.99
Schreier, M. (2012). Qualitative Content Analysis in Practice. In Qualitative Content Analysis in Practice. Sage Publication. https://doi.org/10.4135/9781529682571
Sugiyono. (2022). Metode penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suryanto. (2015). Pengantar ilmu komunikasi (1st ed.). Pustaka Setia.
Usrina, N. (2021). Pengaruh Media Sosial Tiktok Terhadap Gaya Komunikasi Santri Taman Pendidikan Al-Qur’an Ar-Risalah. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Zainurossalamia ZA, S., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 3836–3842. https://doi.org/10.33258/birci.v4i3.2150%0Ahttps://www.bircu-journal.com/index.php/birci/article/view/2150
Annur, C. M. (2023). Indonesia Has the 2nd Most TikTok Users in the World. https://databoks.katadata.co.id/datapublish/2023/11/22/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-dunia
Arikunto, S. (2016). Prosedur penelitian : suatu pendekatan praktik (6th ed.). Rineka Cipta.
Belch, G. E., & Belch, M. A. (2007). Advertising and promotion : an integrated marketing communications perspective (7th ed.). McGraw-Hill.
Bungin, B. (2021). Penelitian Kualitatif: Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial lainnya (3rd ed.). Kencana.
Coker, K. K., Flight, R. L., & Baima, D. M. (2017). Skip It or View It: the Role of Video Storytelling in Social Media Marketin. Marketing Management Journal, 27(2), 75–87. http://www.mmaglobal.org/publications/MMJ/MMJ-Issues/2017-Fall/MMJ-2017-Fall-Vol27-Issue2-Coker-Flight-Baima-pp75-87.pdf%0Ahttp://content.ebscohost.com/ContentServer.asp?EbscoContent=dGJyMNHX8kSeprc4y9fwOLCmr1Gep65Srq24TbCWxWXS&ContentCustomer=dGJyMPGpsUu
Content Marketing Institute. (2019). B2C Content Marketing 2019: Benchmarks, Budgets, and Trends. https://contentmarketinginstitute.com/wp-content/uploads/2018/12/2019_B2C_Research-FINAL-PDF-12_10_18.pdf
Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2011). Storytelling: Branding in Practice. Springer Berlin Heidelberg. https://books.google.co.id/books?id=MdOc6dcHZTAC
Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14(4), 311–327. https://doi.org/10.1111/j.1468-2885.2004.tb00317.x
Green, M. C., & Sestir, M. (2017). Transportation Theory. The International Encyclopedia of Media Effects, 1–14. https://doi.org/10.1002/9781118783764.wbieme0083
Iqbal, M. (2022). Digital Storytelling Marketing Politik di Instagram: Analisis Isi Kualitatif Akun Instagram@ Ridwankamil pada Pilkada Jabar 2018. Dinamika Komunikasi & Kearifan Lokal, 217–240. http://repository.unpas.ac.id/55418/%0Ahttp://repository.unpas.ac.id/55418/2/217-240 NM-07.pdf
Jauhariya, K. C., Yunus, M. I., & Pamuji, E. (2022). Strategi Citra Living With Aesthetic And Quality Reviewer Pada Platform Tiktok Live Natasha Surya. Digicom : Jurnal Komunikasi Dan Media, 2(4), 27–37.
Lily Anita, T., & Sukma Lestari, N. (2020). Konsep Brand Storytelling, Value Perceptions Dan Visit Intention Pada Kawasan Tujuan Wisata Di Jakarta. Jurnal IPTA, 8(2), 281. https://doi.org/10.24843/ipta.2020.v08.i02.p13
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
Morissan. (2015). Periklanan Komunikasi Pemasaran Terpadu. Kencana. https://books.google.co.id/books?id=U9xDDwAAQBAJ
Morissan. (2018). Teori Komunikasi: Individu Hingga Masa (4th ed.). Prenada.
Murdiyanto, E. (2020). Metode Penelitian Kualitatif (Sistematika Penelitian Kualitatif). In Yogyakarta Press (1st ed.). Lembaga Penelitian dan Pengabdian Pada Masyarakat UPN ”Veteran” Yogyakarta Press. http://www.academia.edu/download/35360663/METODE_PENELITIAN_KUALITAIF.docx
Nasrullah, R. (2017). Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi (N. S. Nurbaya (ed.); 4th ed.). Simbiosa Rekatama Media.
O’Keefe, B. J. (1988). The logic of message design: Individual differences in reasoning about communication. Communication Monographs, 55(1), 80–103. https://doi.org/10.1080/03637758809376159
Panggo, T. E., Mandaru, S. S. E., & Tuhana, V. E. (2023). KOMUNIKASI PERSUASIF PUSAT KEGIATAN BELAJAR MENGAJAR PADA ANAK JALANAN DI WILAYAH KOTA KUPANG. Deliberatio: Jurnal Mahasiswa Komunikasi, 3(1), 12–25. https://doi.org/10.59895/deliberatio.v3i1.99
Schreier, M. (2012). Qualitative Content Analysis in Practice. In Qualitative Content Analysis in Practice. Sage Publication. https://doi.org/10.4135/9781529682571
Sugiyono. (2022). Metode penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suryanto. (2015). Pengantar ilmu komunikasi (1st ed.). Pustaka Setia.
Usrina, N. (2021). Pengaruh Media Sosial Tiktok Terhadap Gaya Komunikasi Santri Taman Pendidikan Al-Qur’an Ar-Risalah. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Zainurossalamia ZA, S., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 3836–3842. https://doi.org/10.33258/birci.v4i3.2150%0Ahttps://www.bircu-journal.com/index.php/birci/article/view/2150