STORYTELLING MARKETING AND SERVICE USAGE DECISIONS : THE MEDIATING ROLE OF AUDIENCE ENGAGEMENT IN GOJEK’S JO DAN JEK ADVERTISEMENT AMONG GEN Z IN SOLO RAYA

Abstract

The rise of digital technology has reshaped marketing paradigms, with Generation Z emerging as a strategic segment due to their high social media usage and preference for authentic visual content. In this context, Gojek employs storytelling marketing through the “Jo and Jek” advertisement to build emotional connections with audiences. However, prior studies report mixed findings regarding the influence of storytelling marketing on service usage decisions, often emphasizing the critical role of audience engagement. The study examined whether customer engagement influences purchase intention among Gen Z in SoloRaya. Using this approach, the data were gathered from 165 respondents aged 17–27 who had both watched Gojek advertisements and used its services. The study employed purposive non-probability sampling, and data analysis was carried out using SEM PLS version 3.0. Results indicate that storytelling marketing exerts a positive and significant influence on service usage decisions, with audience engagement playing a mediating role.