The Influence of Storytelling Approach Towards Bandung Citizens’ Empathy to Behaviour Intention on Waste Management Service

Abstract

Storytelling is one of the content marketing that has been trending among the marketeers because of its power to evoke emotional feelings from its viewers. Previous studies have shown that storytelling could evoke empathy of the travelers that lead to intention to visit. However, the research about the influence of storytelling on behavior intentions is still few. Therefore, this study was conducted to find out how storytelling approaches influence Bandung citizens to use waste management services. This research uses both qualitative and quantitative methods by conducting interviews, experiments, and online questionnaires. Two hundred and seventeen Bandung citizens who range from 20-55 years old were involved in this study. The PLS-SEM model is used in this research to analyze the data. The result indicated that self-reference is the only component that significantly generates empathy that leads to intention to use and word of mouth among Bandung citizens. From this finding, the researcher suggests Waste Management companies make storytelling content that relates to potential customers personally and makes them look back to their previous experiences.

Keywords: Behavior Intention, Empathy, PLS-SEM, Quantitative, Qualitative, Storytelling, Indonesia, Waste Management