Pengaruh Storytelling Marketing, Interaktivitas Media Sosial, Dan Keunikan Produk Terhadap Brand Loyalty Dengan Brand Engagement Sebagai Variabel Mediasi (Studi Kasus Pada Generasi Z Pengguna Tiktok Di Kota Malang)

Abstract

Abstract

The rise of TikTok as a marketing medium has influenced how Generation Z discovers, evaluates, and builds relationships with brands; however, high levels of interaction and content exposure do not necessarily translate into strong loyalty. This study analyzes the impact of storytelling marketing, social media interactivity, and product uniqueness on brand loyalty—with brand engagement serving as a mediating variable among Generation Z TikTok users in Malang City. Employing an explanatory quantitative approach, the study utilized data from online questionnaires completed by 140 respondents selected via purposive sampling and analyzed the data using PLS-SEM (SmartPLS 4). The results indicate that storytelling marketing, social media interactivity, and product uniqueness have positive and significant effects on both brand loyalty and brand engagement; brand engagement also positively and significantly influences brand loyalty and partially mediates the effects of the other three variables. Product uniqueness exerts the strongest direct influence on brand loyalty, whereas storytelling marketing exerts the strongest indirect influence through brand engagement. The study concludes that Generation Z loyalty can be strengthened through compelling brand storytelling, two-way interaction, and distinctive products; consequently, businesses are advised to develop TikTok content that is authentic, interactive, and consistent.

Keywords: Storytelling Marketing, Social Media Interactivity, Product Uniqueness, Brand Engagement, Brand Loyalty.