The Role of Brand Storytelling and Social Impact Communication in Building Consumer Engagement: A Study of Social Enterprise Products in the West Java Marketplace
DOI:
https://doi.org/10.58812/sdi.v2i02.2977Keywords:
Brand Storytelling, Social Impact Communication, Consumer Engagement, Social Enterprise, West JavaAbstract
This study examines the influence of brand storytelling and social impact communication on consumer engagement with social enterprise products in the West Java market. A quantitative research design was employed using data collected from 150 respondents who had purchased or were familiar with social enterprise products. Data were obtained through a structured questionnaire using a five-point Likert scale and analyzed with SPSS version 25. The analysis included descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that brand storytelling has a positive and significant effect on consumer engagement. Social impact communication also has a positive and significant effect on consumer engagement. Simultaneously, brand storytelling and social impact communication significantly influence consumer engagement, as indicated by an F-value of 69.482 and a significance value below 0.001. The coefficient of determination shows that the model explains 48.6% of the variation in consumer engagement, while the remaining 51.4% is influenced by other factors outside the model. These findings demonstrate that authentic narratives and transparent communication of social outcomes are complementary strategies for strengthening consumers’ cognitive, emotional, and behavioral engagement. Social enterprises should therefore integrate compelling brand stories with credible evidence of their social impact to improve consumer trust, participation, advocacy, and long-term support.
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