Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma

Muhammad Arya Dipo Sianani
JURNAL RISET MANAJEMEN (JURMA) 📅 2025 Vol 3, No 4 🔗 DOI: 10.54066/jurma.v3i4.3647
Abstract
Brand storytelling has become a vital strategy in modern marketing due to its ability to build emotional connections with consumers and influence their Perceptions of the brand. This study aims to explore the role of brand storytelling in shaping consumer Perceptions through a systematic review using the PRISMA framework. The research employs a Systematic Literature Review (SLR) method, involving the identification, screening, and analysis of 40 relevant articles from an initial 163 articles. The findings reveal that authentic, relevant, and emotional storytelling can create positive brand Perceptions and enhance consumer loyalty. Strong narratives not only reflect brand values but also increase consumer engagement. This study provides insights for companies to adopt storytelling as an effective marketing strategy. Future research is suggested to quantitatively measure the impact of storytelling on other dimensions such as loyalty and consumer trust.
Keywords
Brand storytelling; Consumer Perception; Systematic Literature Review; PRISMA
How to Cite

Muhammad Arya Dipo Sianani (2025). Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma. JURNAL RISET MANAJEMEN (JURMA), 3(4). https://doi.org/10.54066/jurma.v3i4.3647

Muhammad Arya Dipo Sianani, "Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma," JURNAL RISET MANAJEMEN (JURMA), vol. 3, no. 4, 2025.

Muhammad Arya Dipo Sianani. "Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma." JURNAL RISET MANAJEMEN (JURMA), vol. 3, no. 4, 2025.

Muhammad Arya Dipo Sianani. "Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma." JURNAL RISET MANAJEMEN (JURMA) 3, no. 4 (2025).

Muhammad Arya Dipo Sianani (2025) 'Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma', JURNAL RISET MANAJEMEN (JURMA), 3(4). doi: 10.54066/jurma.v3i4.3647.

Muhammad Arya Dipo Sianani. Peran Brand Storytelling dalam Membangun Persepsi Konsumen: Kajian Systematic Literature Review dengan Kerangka Prisma. JURNAL RISET MANAJEMEN (JURMA). 2025;3(4).

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