Digital Storytelling dan Nilai Hijau: Membangun Niat Beli terhadap Tas Belanja Ramah Lingkungan
DOI:
https://doi.org/10.36085/jam-ekis.v9i1.9331Abstrak
Penelitian ini mengkaji bagaimana Digital Storytelling (DS) dan Green Value Perception (GVP) memengaruhi Purchase Intention (PI) konsumen terhadap tas belanja plastik daur ulang, dengan Customer Engagement (CE) sebagai variabel mediasi. Berlandaskan Theory of Planned Behavior (TPB), Narrative Transportation Theory, dan Customer Engagement Theory, penelitian ini menelusuri bagaimana kisah emosional dan persepsi nilai lingkungan mendorong keputusan pembelian yang berkelanjutan. Data diperoleh dari 360 responden di Kota Palembang, Indonesia, melalui survei daring terstruktur, dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM).
Hasil penelitian menunjukkan bahwa baik DS maupun GVP berpengaruh positif dan signifikan terhadap CE dan PI, sementara CE berperan sebagai variabel mediasi parsial dalam hubungan tersebut. Temuan ini mengindikasikan bahwa ketika konsumen terlibat secara emosional dalam narasi digital yang autentik dan merasakan manfaat ekologis yang nyata, mereka cenderung bertindak sesuai dengan niat berkelanjutan. Studi ini memperluas kajian pemasaran berkelanjutan dengan menawarkan kerangka integratif yang menghubungkan komunikasi berbasis naratif, persepsi nilai hijau, dan keterlibatan konsumen—memberikan wawasan yang relevan khususnya bagi pasar berkembang yang berupaya menumbuhkan perilaku konsumtif yang bertanggung jawab terhadap lingkungan.
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