https://mail.insyma.org/proceedings/files/original/articles/Muhammad Hafidl Maulana.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions Author #1 Muhammad Hafidl Maulana Author #2 Raden Roro Yulianti Prihatiningrum Author #3 Ikhwan Faisal Author #4 Laila Refiana Said Abstract/Description 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 purchase Somethinc skincare products. This study uses 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 significant 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 a;b;c;d Storytelling Marketing, Copywriting, Purchasing Decisions, Instagram, Somethinc. pdf_url https://insyma.org/proceedings/files/articles/Muhammad Hafidl Maulana.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/458 firstpage 895 lastpage 900 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 147 Volume 22 publication_date 2025/06/20 2025/06/15 authors Muhammad Hafidl Maulana, Raden Roro Yulianti Prihatiningrum, Ikhwan Faisal, Laila Refiana Said Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Role of Storytelling Marketing and Copywriting on Instagram Somethinc Product that Influences Purchasing Decisions Creator An entity primarily responsible for making the resource Muhammad Hafidl Maulana, Raden Roro Yulianti Prihatiningrum, Ikhwan Faisal, Laila Refiana Said