STORYTELLING SEBAGAI PENERAPAN DIGITAL ENTREPRENEURIAL MARKETING PADA PT. SURYAPUTRA ANUGERAH

Abstract

The advancement of digital technology and the high level of social media activity among the public have encouraged tourism transportation companies to strengthen storytelling-based digital marketing strategies in order to build emotional closeness with consumers. PT. Suryaputra Anugerah, a tourism transportation company operating since 1996, faces challenges in the form of an Instagram engagement rate that remains below the service industry benchmark and a stagnant booking conversion rate, despite having begun applying storytelling to its content. This study aims to describe the forms and practices of storytelling implementation in the digital marketing activities of PT. Suryaputra Anugerah, to analyze how the strategy reflects the principles of digital entrepreneurial marketing, and to identify its impact on customer engagement across the company's digital platforms. This study employs a qualitative descriptive approach with a single case study method. Data were collected through in-depth interviews, observation of digital content, and documentation, then analyzed thematically. The findings show that PT. Suryaputra Anugerah's storytelling is built upon three narrative pillars, namely safety and professionalism, human warmth, and heritage and trust, with drivers positioned as the main characters. This strategy consistently reflects all seven dimensions of digital entrepreneurial marketing, particularly resource leveraging and proactiveness, reinforced by effectual thinking logic. The implementation of storytelling significantly increased customer engagement across the cognitive, emotional, and behavioral dimensions, although this increase has not been followed by a comparable rise in booking conversion, as storytelling operates most strongly at the discovery and trust-building stages of the consumer decision journey.