The Influence of Storytelling Marketing, Celebrity Endorsement, and Product Quality on Converse Consumer Purchase Decisions in DKI Jakarta
DOI:
https://doi.org/10.59890/ijsas.v4i8.50Keywords:
storytelling marketing, celebrity endorsement, product quality, purchase decision, ConverseAbstract
This study examines the influence of storytelling marketing, celebrity endorsement, and product quality on the purchase decisions of Converse consumers in DKI Jakarta, motivated by the brand's declining preference among digitally driven younger consumers. A quantitative survey was conducted with 150 Converse consumers selected through purposive sampling, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that storytelling marketing, celebrity endorsement, and product quality each have a positive and significant effect on purchase decisions, with product quality exerting the strongest influence. The three predictors jointly explain 89.1% of the variance in purchase decisions, indicating strong explanatory power. These findings extend the digital marketing literature and offer practical guidance for Converse in refining its communication strategy.
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