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STORYTELLING AS A COMMUNICATION STRATEGY MARKETING ON INSTAGRAM: STUDY THE TUKU SAMBAL CASE

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · pp. 52–57

DOI
10.22437/jbsmr.v9i1.47890
ISSN
2597-6265, 2597-369X
Published
2025-12-31
Publisher
Management Department, Faculty of Economics and Business, Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

English

This Research This aiming For analyze how storytelling is used as a communication strategy marketing by UMKM Tuku Sambal through the Instagram platform. Using approach qualitative with method studies case, research This explore practice narrative built by the Instagram account @tukusambal in convey message brand, build connection with consumers, and strengthen identity brand. Analysis done with to study content uploads (captions, visuals, interactions) users ) and reflect it through Narrative Paradigm theory, Social Media Marketing, Brand Identity, and Integrated Marketing Communication (IMC). Research results show that the storytelling applied by Tuku Sambal is authentic, consistent and contains values relevant culture​ with life audience. The story being told No only introduce products, but also build proximity emotional and strengthening loyalty customers. This strategy is also supported by uniform visual branding, style down to earth language, as well as interaction two active direction​ through social media. Findings This to emphasize that storytelling is not only tool communication creative, but also an effective marketing strategy in build identity brand and improve involvement customer digitally.

Indonesian

Penelitian ini bertujuan untuk menganalisis bagaimana storytelling digunakan sebagai strategi komunikasi pemasaran oleh UMKM Tuku Sambal melalui platform Instagram. Menggunakan pendekatan kualitatif dengan metode studi kasus, penelitian ini mengeksplorasi praktik naratif yang dibangun oleh akun Instagram @tukusambal dalam menyampaikan pesan merek, membangun koneksi dengan konsumen, dan memperkuat identitas merek. Analisis dilakukan dengan mempelajari unggahan konten (caption, visual, interaksi) pengguna dan merefleksikannya melalui teori Paradigma Naratif, Pemasaran Media Sosial, Identitas Merek, dan Komunikasi Pemasaran Terpadu (IMC). Hasil penelitian menunjukkan bahwa storytelling yang diterapkan oleh Tuku Sambal bersifat otentik, konsisten dan mengandung nilai-nilai budaya yang relevan dengan kehidupan audiensnya. Kisah yang disampaikan tidak hanya memperkenalkan produk, tetapi juga membangun kedekatan emosional dan memperkuat loyalitas pelanggan. Strategi ini juga didukung oleh visual branding yang seragam, gaya bahasa yang membumi, serta interaksi dua arah yang aktif melalui media sosial. Temuan ini menegaskan bahwa storytelling bukan hanya alat komunikasi kreatif, tetapi juga strategi pemasaran yang efektif dalam membangun identitas merek dan meningkatkan keterlibatan pelanggan secara digital.

Keywords

Collaboration network of the authors

15 authors · 30 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Hanan Laras SabrinaAffiliation unknown4
Mira Gustiana PangestuAffiliation unknown3
Raihan Fajri RamadhanAffiliation unknown1
Andang FazriAffiliation unknown1
Anjastanara PasaeAffiliation unknown1
Eddy SuratnoAffiliation unknown1
Pupung IsmayantiAffiliation unknown1
Laura PrasastiAffiliation unknown1
Effiyaldi EffiyaldiAffiliation unknown1
Yulianti YuliantiUniversitas Halu Oleo1
Taufik FaturohmanAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">STORYTELLING AS A COMMUNICATION STRATEGY MARKETING ON INSTAGRAM: STUDY THE TUKU SAMBAL CASE</dc:title>
	<dc:creator xml:lang="en">Yosi Fahdillah</dc:creator>
	<dc:creator xml:lang="en">irfan Hassandi</dc:creator>
	<dc:creator xml:lang="en">Yossinomita</dc:creator>
	<dc:creator xml:lang="en">Wahya Lubis</dc:creator>
	<dc:subject xml:lang="en">storytelling</dc:subject>
	<dc:subject xml:lang="en">communication marketing</dc:subject>
	<dc:subject xml:lang="en">Instagram</dc:subject>
	<dc:subject xml:lang="en">identity brand</dc:subject>
	<dc:subject xml:lang="en">Tuku Sambal</dc:subject>
	<dc:description xml:lang="en">This Research This aiming For analyze how storytelling is used as a communication strategy marketing by UMKM Tuku Sambal through the Instagram platform. Using approach qualitative with method studies case , research This explore practice narrative built by the Instagram account @tukusambal in convey message brand , build connection with consumers , and strengthen identity brand . Analysis done with to study content uploads (captions, visuals, interactions) users ) and reflect it through Narrative Paradigm theory , Social Media Marketing, Brand Identity, and Integrated Marketing Communication (IMC). Research results show that the storytelling applied by Tuku Sambal is authentic , consistent and contains values relevant culture​ with life audience . The story being told No only introduce products , but also build proximity emotional and strengthening loyalty customers . This strategy is also supported by uniform visual branding , style down to earth language , as well as interaction two active direction​ through social media . Findings This to emphasize that storytelling is not only tool communication creative , but also an effective marketing strategy in build identity brand and improve involvement customer digitally .</dc:description>
	<dc:description xml:lang="id">Penelitian ini bertujuan untuk menganalisis bagaimana storytelling digunakan sebagai strategi komunikasi pemasaran oleh UMKM Tuku Sambal melalui platform Instagram. Menggunakan pendekatan kualitatif dengan metode studi kasus, penelitian ini mengeksplorasi praktik naratif yang dibangun oleh akun Instagram @tukusambal dalam menyampaikan pesan merek, membangun koneksi dengan konsumen, dan memperkuat identitas merek. Analisis dilakukan dengan mempelajari unggahan konten (caption, visual, interaksi) pengguna dan merefleksikannya melalui teori Paradigma Naratif, Pemasaran Media Sosial, Identitas Merek, dan Komunikasi Pemasaran Terpadu (IMC). Hasil penelitian menunjukkan bahwa storytelling yang diterapkan oleh Tuku Sambal bersifat otentik, konsisten dan mengandung nilai-nilai budaya yang relevan dengan kehidupan audiensnya. Kisah yang disampaikan tidak hanya memperkenalkan produk, tetapi juga membangun kedekatan emosional dan memperkuat loyalitas pelanggan. Strategi ini juga didukung oleh visual branding yang seragam, gaya bahasa yang membumi, serta interaksi dua arah yang aktif melalui media sosial. Temuan ini menegaskan bahwa storytelling bukan hanya alat komunikasi kreatif, tetapi juga strategi pemasaran yang efektif dalam membangun identitas merek dan meningkatkan keterlibatan pelanggan secara digital.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/47890</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.47890</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 52-57</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/47890/23198</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Yosi Fahdillah, irfan Hassandi, Yossinomita, Wahya Lubis</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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