Storytelling Marketing Communication Dalam Membangun Engagement Pada Nano Influencer Tiktok @Tenscoffeeid

https://doi.org/10.35912/jasispol.v5i1.5004
Published: Jul 14, 2025

Abstract:

Purpose: The purpose of this study is to understand how the TikTok account @tenscoffeeid uses storytelling as a marketing communication strategy to build engagement with its audience, especially students. It also explores how digital storytelling can create emotional connections and promote products more effectively.

Methodology/approach: This research used a qualitative case study approach. Data were collected through in-depth interviews, observation, and documentation. Informants in the study included the brand owner, account manager, and active audience members. The study focused on the TikTok account @tenscoffeeid, which acts as a nano-influencer.

Results/findings: The study found that the narrative-based content on @tenscoffeeid’s TikTok successfully created emotional connections with viewers and encouraged greater audience interaction. The storytelling strategy strengthened the brand’s identity and encouraged active participation from the audience through three key dimensions: consumption, contribution, and creation.

Conclusion: @tenscoffeeid’s storytelling effectively drives student engagement and strengthens brand-audience connections through relatable edutainment content.

Limitations: A key limitation of this study is that it only focuses on student audiences, meaning the findings may not apply to other demographic groups. The study did not explore how cultural or platform differences might affect storytelling effectiveness.

Contribution: This study contributes to the field of marketing communication and digital media studies by showing how storytelling on TikTok can be an effective tool for nano-influencers and small brands to build engagement. It provides insights for marketers, content creators, and communication researchers, particularly those interested in social media strategy, audience engagement, and digital branding.

Keywords:
1. Marketing Communication
2. Social Media Engagement
3. Storytelling Marketing
Authors:
1 . Nabila Pramudhita Cahyaningrum
2 . Hendri Prasetya
3 . Mustiawan Mustiawan
View PDF
How to Cite
Cahyaningrum, N. P., Prasetya, H., & Mustiawan, M. (2025). Storytelling Marketing Communication Dalam Membangun Engagement Pada Nano Influencer Tiktok @Tenscoffeeid. Jurnal Studi Ilmu Sosial Dan Politik, 5(1), 85–101. https://doi.org/10.35912/jasispol.v5i1.5004
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 5 No. 1 (2025): Juni
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Agung, H. P., Lubis, L. A., Pane, N. F., Rangkuti, R. N., Siregar, O. M., & Siregar, A. M. (2024). Peran Storytelling Dalam Menyusun Dan Mempertahankan Identitas Brand Heritage Di Destinasi Wisata Tjong A Fie. Warta Dharmawangsa, 18(3), 865–878. https://doi.org/10.46576/wdw.v18i3.4754

    Anesti, S., & Diniati, A. (2024). Perencanaan Media Sosial Instagram Wormhole Store dalam Membangun Customer Engagement. Jurnal Ilmiah Komunikasi (JIKOM) STIKOM IMA, 16(01), 1. https://doi.org/10.38041/jikom1.v16i01.334

    Arifin, M. (2023). PENGARUH STORYTELLING MARKETING DAN BRAND TRUST TERHADAP PURCHASE INTENTION (Studi pada Video Promosi Sibambo Studio di Pulau Jawa).

    Assalamah, T. (2024). Strategi Viral Marketing Melalui Konten Edutainment Clash of Champions by Ruangguru Viral Marketing Strategy Through Edutainment Content Clash of Champions by Ruangguru. JOURNAL OF MEDIA AND COMMUNICATION SCIENCE, 7(3). https://doi.org/10.1080/019722409032.....154

    Binandari, & Muksin, N. N. (2024). MANAJEMEN KOMUNIKASI NANO INFLUENCER DI INSTAGRAM BERBASIS INTERAKTIVITAS. 8(2), 251–262.

    Coffee, T. (2025). Akun TikTok @tenscoffeeid. Https://Www.Tiktok.Com/@tenscoffeeid.

    Enke, N., & Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234

    Fadhilah, S., & Nurjanah, S. (2024). Strategi Optimalisasi Konten Tiktok Effa Design Dalam Meningkatkan Engagement Rate. Kalbisocio, Jurnal Bisnis & Komunikasi, 11(2).

    Fauzan, M. A. (2024). PENGARUH STORYTELLING DAN CONTENT MARKETING TERHADAP BRAND AWARENESS PROGRAM KERELAWANAN DALAM ORGANISASI BAKTI MILENIAL.

    Fauziyyah, D. Z., & Putri, Y. R. (2024). Pengaruh Storytelling Marketing dalam Video Tiktok pencarian matcha ke jepang terhadap minat pembelian followers tiktok @bittersweetbynajla.

    Fiantika, F. R., Wasil, M., Jumiyati, S., Honesti, L., Wahyuni, S., Mouw, E., Jonata, Mashudi, I., Hasanah, N., Maharani, A., Ambarwati, K., Noflidaputri, R., Nuryami, & Waris, L. (2022). Metodologi Penelitian Kualitatif. In Rake Sarasin (Issue Maret). https://scholar.google.com/citations?user=O-B3eJYAAAAJ&hl=en

    Hildawati, Suhirman, L., Prisuna, B. F., Husnita, L., Mardikawati, B., Isnaini, S., Wakhyudin, Setiawan, H., Hidayat, Y., Sroyer, A. M., & Saktisyahputra. (2024). BUKU AJAR METODOLOGI PENELITIAN KUANTITATIF & APLIKASI PENGOLAHAN ANALISA DATA STATISTIK. PT. Sonpedia Publishing Indonesia.

    Isroyati. (2016). PENINGKATAN KEMAMPUAN MENULIS PARAGRAF NARASI DENGAN PENGGUNAAN METODE FIELD TRIP PADA SISWA KELAS IX DI SMP DWIGUNA DEPOK. DEIKSIS, 08(03), 267–278.

    Izra, N. S. N., & Nurudin, N. (2022). Strategi Komunikasi Konten Digital Akun Instagram @proud.project sebagai Media Storytelling bagi Millenial. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(7), 2220–2229. https://doi.org/10.54371/jiip.v5i7.703

    Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. In Pearson Education Limited (Vol. 37, Issue 1). https://doi.org/10.2307/1250781

    Maulana, M. fadhil. (2024). Pengaruh Strategi Call To Action Marketing dalam Konten Tiktok dan Instagram Terhadap Keputusan Pembelian Pelanggan di Kalangan Mahasiswa Politeknik Negeri Bandung. International Journal Administration, Business & Organization, 5(1), 69–81. https://doi.org/10.61242/ijabo.24.365

    Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Jurnal Manajemen Bisnis, 14(2), 274–296. https://doi.org/10.18196/mb.v14i2.17830

    Mustiawan, Saputra, A. R., & Putra, G. K. (2025). Account Persuasive Communication @ kuliner _ laper in Building Culinary Choice Preferences of Tiktok Viewers. 5(1), 39–56. https://doi.org/10.37680/jcs.v3i1.7277

    Nisa, P. K., Hana, M., Azzahra, S. M., Bintang, M., Zarkasyi, J. M. A., & M, A. A. (2024). Peran Aplikasi Tiktok Dalam Transformasi Perilaku Mahasiswa. Socius: Jurnal Penelitian Ilmu-Ilmu Sosial, 2(December), 145–157.

    Nufus, H., & Handayani, T. (2022). STRATEGI PROMOSI DENGAN MEMANFAATKAN MEDIA SOSIAL TIKTOK DALAM MENINGKATKAN PENJUALAN (Studi Kasus Pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34. https://doi.org/10.35870/emt.v6i1.483

    Nurhayati, & Islam, M. A. (2022). Perancangan Konten Media Sosial TikTok Sebagai Media Promosi Dedado Batik Di Surabaya. Jurnal Barik, 3(2), 112–124.

    Prasetya, H., Nasution, N. F., & Khohar, A. (2024). Peran Electronic Word of Mouth sebagai Strategi Komunikasi Pemasaran pada Produk Avoskin. Jurnal Indonesia?: Manajemen Informatika Dan Komunikasi, 13(1), 428–435. https://doi.org/10.33395/jmp.v13i1.13683

    Putri, & Burhan. (2025). STRATEGI AKUN @SHELMADESS DALAM MEMBANGUN PERSONAL BRANDING DAN KARIER MELALUI PLATFORM TIKTOK. JMD: Jurnal Riset Manajemen Dan Bisnis Dewantara, 8(1), 1–23.

    Rachmawati, F., & Anita, D. R. (2023). Konten Edutainment Di Media Sosial Tiktok @Pilihjurusan.Id. Restorica: Jurnal Ilmiah Ilmu Administrasi Negara Dan Ilmu Komunikasi, 9(2), 40–46. https://doi.org/10.33084/restorica.v9i2.5394

    Rahmadhani, F., Gumilar, A., & Rauf, A. (2023). Storytelling Marketing Strategy Of Tiktok In Creating Brand Awareness At The@ Icgalbrand Online Store. International Social Sciences and Humanities, 2(3), 951–959.

    Ratnaningtyas, E. M., Ramli, Syafruddin, Saputra, E., Suliwati, D., Nugroho, B. T. A., Karimuddin, Aminy, M. H., Saputra, N., Khaidir, & Jahja, A. S. (2022). Metodologi Penelitian Kualitatif. In Rake Sarasin. https://scholar.google.com/citations?user=O-B3eJYAAAAJ&hl=en

    Safrin, Larisu, Z., Permadi, D., & Muyassaroh, I. S. (2024). Manajemen Periklanan di Era Digital.

    Sahril, Pakaya, A. R., & Machmud, R. (2024). Pengaruh Strategi Endorsement Nano Influencer Terhadap Minat Beli Konsumen Pada Produk Fashion (Studi Kasus Pengguna Social Media Instagram Pada Mahasiswa Program Studi S1 Manajemen Angkatan 2019 Universitas Negeri Gorontalo). JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 281–288.

    Scharlach, R., & Hallinan, B. (2023). The value affordances of social media engagement features. Journal of Computer-Mediated Communication, 28(6). https://doi.org/10.1093/jcmc/zmad040

    Sudarsono, D. R. P. E., Mangantar, M., & Soepeno, D. (2025). STRATEGI STORY TELLING MARKETING MELALUI INFLUENCER UNTUK MENINGKATKAN EKUITAS MERK DI TIKTOK (STUDI KASUS PADA CIWEE.BEAUTYBAR CABANG KOTA MANADO). MUSYTARI, 15(10).

    Sulistyono, A., & Jakaria. (2022). Analisis Pengaruh Social Media Engagement Terhadap Relationship Quality Yang Dimediasi Oleh Faktor - Faktor Relationship Management. Equilibrium?: Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 11(1), 53. https://doi.org/10.35906/equili.v11i1.987

    Syarif, I. A., Utomo, E., & Prihartanto, E. (2021). Identifikasi Potensi Pengembangan Wilayah Pesisir Kelurahan Karang Anyar Pantai Kota Tarakan. Jurnal Cakrawala Ilmiah, 1(3), 225–233. https://doi.org/10.53625/jcijurnalcakrawalaindonesia.v1i3.604

    TEMPO. (2025). Negara dengan Pengguna TikTok Terbanyak. TEMPO.

  1. Agung, H. P., Lubis, L. A., Pane, N. F., Rangkuti, R. N., Siregar, O. M., & Siregar, A. M. (2024). Peran Storytelling Dalam Menyusun Dan Mempertahankan Identitas Brand Heritage Di Destinasi Wisata Tjong A Fie. Warta Dharmawangsa, 18(3), 865–878. https://doi.org/10.46576/wdw.v18i3.4754
  2. Anesti, S., & Diniati, A. (2024). Perencanaan Media Sosial Instagram Wormhole Store dalam Membangun Customer Engagement. Jurnal Ilmiah Komunikasi (JIKOM) STIKOM IMA, 16(01), 1. https://doi.org/10.38041/jikom1.v16i01.334
  3. Arifin, M. (2023). PENGARUH STORYTELLING MARKETING DAN BRAND TRUST TERHADAP PURCHASE INTENTION (Studi pada Video Promosi Sibambo Studio di Pulau Jawa).
  4. Assalamah, T. (2024). Strategi Viral Marketing Melalui Konten Edutainment Clash of Champions by Ruangguru Viral Marketing Strategy Through Edutainment Content Clash of Champions by Ruangguru. JOURNAL OF MEDIA AND COMMUNICATION SCIENCE, 7(3). https://doi.org/10.1080/019722409032.....154
  5. Binandari, & Muksin, N. N. (2024). MANAJEMEN KOMUNIKASI NANO INFLUENCER DI INSTAGRAM BERBASIS INTERAKTIVITAS. 8(2), 251–262.
  6. Coffee, T. (2025). Akun TikTok @tenscoffeeid. Https://Www.Tiktok.Com/@tenscoffeeid.
  7. Enke, N., & Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234
  8. Fadhilah, S., & Nurjanah, S. (2024). Strategi Optimalisasi Konten Tiktok Effa Design Dalam Meningkatkan Engagement Rate. Kalbisocio, Jurnal Bisnis & Komunikasi, 11(2).
  9. Fauzan, M. A. (2024). PENGARUH STORYTELLING DAN CONTENT MARKETING TERHADAP BRAND AWARENESS PROGRAM KERELAWANAN DALAM ORGANISASI BAKTI MILENIAL.
  10. Fauziyyah, D. Z., & Putri, Y. R. (2024). Pengaruh Storytelling Marketing dalam Video Tiktok pencarian matcha ke jepang terhadap minat pembelian followers tiktok @bittersweetbynajla.
  11. Fiantika, F. R., Wasil, M., Jumiyati, S., Honesti, L., Wahyuni, S., Mouw, E., Jonata, Mashudi, I., Hasanah, N., Maharani, A., Ambarwati, K., Noflidaputri, R., Nuryami, & Waris, L. (2022). Metodologi Penelitian Kualitatif. In Rake Sarasin (Issue Maret). https://scholar.google.com/citations?user=O-B3eJYAAAAJ&hl=en
  12. Hildawati, Suhirman, L., Prisuna, B. F., Husnita, L., Mardikawati, B., Isnaini, S., Wakhyudin, Setiawan, H., Hidayat, Y., Sroyer, A. M., & Saktisyahputra. (2024). BUKU AJAR METODOLOGI PENELITIAN KUANTITATIF & APLIKASI PENGOLAHAN ANALISA DATA STATISTIK. PT. Sonpedia Publishing Indonesia.
  13. Isroyati. (2016). PENINGKATAN KEMAMPUAN MENULIS PARAGRAF NARASI DENGAN PENGGUNAAN METODE FIELD TRIP PADA SISWA KELAS IX DI SMP DWIGUNA DEPOK. DEIKSIS, 08(03), 267–278.
  14. Izra, N. S. N., & Nurudin, N. (2022). Strategi Komunikasi Konten Digital Akun Instagram @proud.project sebagai Media Storytelling bagi Millenial. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(7), 2220–2229. https://doi.org/10.54371/jiip.v5i7.703
  15. Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. In Pearson Education Limited (Vol. 37, Issue 1). https://doi.org/10.2307/1250781
  16. Maulana, M. fadhil. (2024). Pengaruh Strategi Call To Action Marketing dalam Konten Tiktok dan Instagram Terhadap Keputusan Pembelian Pelanggan di Kalangan Mahasiswa Politeknik Negeri Bandung. International Journal Administration, Business & Organization, 5(1), 69–81. https://doi.org/10.61242/ijabo.24.365
  17. Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Jurnal Manajemen Bisnis, 14(2), 274–296. https://doi.org/10.18196/mb.v14i2.17830
  18. Mustiawan, Saputra, A. R., & Putra, G. K. (2025). Account Persuasive Communication @ kuliner _ laper in Building Culinary Choice Preferences of Tiktok Viewers. 5(1), 39–56. https://doi.org/10.37680/jcs.v3i1.7277
  19. Nisa, P. K., Hana, M., Azzahra, S. M., Bintang, M., Zarkasyi, J. M. A., & M, A. A. (2024). Peran Aplikasi Tiktok Dalam Transformasi Perilaku Mahasiswa. Socius: Jurnal Penelitian Ilmu-Ilmu Sosial, 2(December), 145–157.
  20. Nufus, H., & Handayani, T. (2022). STRATEGI PROMOSI DENGAN MEMANFAATKAN MEDIA SOSIAL TIKTOK DALAM MENINGKATKAN PENJUALAN (Studi Kasus Pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34. https://doi.org/10.35870/emt.v6i1.483
  21. Nurhayati, & Islam, M. A. (2022). Perancangan Konten Media Sosial TikTok Sebagai Media Promosi Dedado Batik Di Surabaya. Jurnal Barik, 3(2), 112–124.
  22. Prasetya, H., Nasution, N. F., & Khohar, A. (2024). Peran Electronic Word of Mouth sebagai Strategi Komunikasi Pemasaran pada Produk Avoskin. Jurnal Indonesia?: Manajemen Informatika Dan Komunikasi, 13(1), 428–435. https://doi.org/10.33395/jmp.v13i1.13683
  23. Putri, & Burhan. (2025). STRATEGI AKUN @SHELMADESS DALAM MEMBANGUN PERSONAL BRANDING DAN KARIER MELALUI PLATFORM TIKTOK. JMD: Jurnal Riset Manajemen Dan Bisnis Dewantara, 8(1), 1–23.
  24. Rachmawati, F., & Anita, D. R. (2023). Konten Edutainment Di Media Sosial Tiktok @Pilihjurusan.Id. Restorica: Jurnal Ilmiah Ilmu Administrasi Negara Dan Ilmu Komunikasi, 9(2), 40–46. https://doi.org/10.33084/restorica.v9i2.5394
  25. Rahmadhani, F., Gumilar, A., & Rauf, A. (2023). Storytelling Marketing Strategy Of Tiktok In Creating Brand Awareness At The@ Icgalbrand Online Store. International Social Sciences and Humanities, 2(3), 951–959.
  26. Ratnaningtyas, E. M., Ramli, Syafruddin, Saputra, E., Suliwati, D., Nugroho, B. T. A., Karimuddin, Aminy, M. H., Saputra, N., Khaidir, & Jahja, A. S. (2022). Metodologi Penelitian Kualitatif. In Rake Sarasin. https://scholar.google.com/citations?user=O-B3eJYAAAAJ&hl=en
  27. Safrin, Larisu, Z., Permadi, D., & Muyassaroh, I. S. (2024). Manajemen Periklanan di Era Digital.
  28. Sahril, Pakaya, A. R., & Machmud, R. (2024). Pengaruh Strategi Endorsement Nano Influencer Terhadap Minat Beli Konsumen Pada Produk Fashion (Studi Kasus Pengguna Social Media Instagram Pada Mahasiswa Program Studi S1 Manajemen Angkatan 2019 Universitas Negeri Gorontalo). JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 281–288.
  29. Scharlach, R., & Hallinan, B. (2023). The value affordances of social media engagement features. Journal of Computer-Mediated Communication, 28(6). https://doi.org/10.1093/jcmc/zmad040
  30. Sudarsono, D. R. P. E., Mangantar, M., & Soepeno, D. (2025). STRATEGI STORY TELLING MARKETING MELALUI INFLUENCER UNTUK MENINGKATKAN EKUITAS MERK DI TIKTOK (STUDI KASUS PADA CIWEE.BEAUTYBAR CABANG KOTA MANADO). MUSYTARI, 15(10).
  31. Sulistyono, A., & Jakaria. (2022). Analisis Pengaruh Social Media Engagement Terhadap Relationship Quality Yang Dimediasi Oleh Faktor - Faktor Relationship Management. Equilibrium?: Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 11(1), 53. https://doi.org/10.35906/equili.v11i1.987
  32. Syarif, I. A., Utomo, E., & Prihartanto, E. (2021). Identifikasi Potensi Pengembangan Wilayah Pesisir Kelurahan Karang Anyar Pantai Kota Tarakan. Jurnal Cakrawala Ilmiah, 1(3), 225–233. https://doi.org/10.53625/jcijurnalcakrawalaindonesia.v1i3.604
  33. TEMPO. (2025). Negara dengan Pengguna TikTok Terbanyak. TEMPO.