Muhammad Hafidl Maulana (2024). The Role of Storytelling Marketing and Copywriting on Instagram Social Media in Purchasing Decisions for Somethinc Skincare Products in Banjarmasin City. Supervisor: Dr. RR Yulianti Prihatiningrum, SE, M.Si.

This study aims to determine whether: (1) storytelling marketing influences purchasing decisions for Somethinc skincare products, (2) copywriting influences purchasing decisions for Somethinc skincare products, and (3) storytelling marketing and copywriting simultaneously influence the decision to purchasing decision for Somethinc skincare products. This study uses a a quantitative approach and was conducted in Banjarmasin City. The research respondents were 268 social media users who follow Somethinc's Instagram account, with an age range of 17-55 years. The sample was taken using a purposive sampling method, data was collected through questionnaires and data analysis used multiple linear regression with the help of the SPSS 25 program.

The results showed that both storytelling marketing and copywriting had a significantly influence on purchasing decisions. The implications of this research provide insights for business practitioners to optimize their digital marketing strategies to enhance consumer engagement and trust.

Keywords: Storytelling Marketing, Copywriting, Purchasing Decisions, Instagram, Somethinc