Integrating STP and Marketing Mix (4P) for Effective Storytelling Content Development for the Avoskin’s Brand on Instagram
DOI:
https://doi.org/10.38035/dijefa.v7i2.6739Keywords:
Segmenting, Targeting, Positioning, Marketing Mix, Storytelling Content, Digital Marketing, Instagram, Avoskin’sAbstract
Technological developments demand a more personalized marketing approach for Generation Z. Creating Storytelling Content on Instagram is an effective strategy for building emotional bonds, but its success depends heavily on the alignment of Segmenting, Targeting, Positioning (STP) and Marketing Mix (4P) strategies with audience preferences to prevent message gaps. Therefore, this study aims to determine the relationship between STP and Marketing Mix on the creation of Storytelling Content on Avoskin’s's Instagram social media. This study uses a quantitative approach with a data collection method through the distribution of online questionnaires to 105 respondents who are Avoskin’s's Instagram followers. Sampling was carried out using a purposive sampling technique. The collected data were then analyzed using descriptive statistical analysis methods and multiple linear regression with the help of IBM SPSS software tools. The results of the study prove that the STP and Marketing Mix variables partially and simultaneously have a positive and significant relationship on the creation of Storytelling Content. Together, the two independent variables contribute 86.7% to Storytelling Content. In conclusion, the integration of targeted STP mapping as a narrative foundation and the implementation of the right Marketing Mix has proven to be crucial in creating digital marketing content that is adaptive, interactive, and relevant to the target market.
References
APJII. (2025). Jumlah pengguna internet Indonesia tembus 221 juta orang. Oktober. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Aripradono, H. W. (2020). Penerapan komunikasi digital storytelling pada media sosial Instagram. Teknika, 9(2), 121–128. https://doi.org/10.34148/teknika.v9i2.298
Christon, D., & Setyanto, Y. (2022). Hubungan antara brand storytelling dan keputusan pembelian (Studi: menantea.toko). Kiwari, 1(4), 735–741.
Devina, Y. H., Pujiantio, T., & Kastaman, R. (2021). Analisis pengaruh bauran pemasaran dan perilaku konsumen terhadap pengambilan keputusan pembelian yoghurt di DKI Jakarta. Jurnal Agrikultura, 32(2), 168. https://doi.org/10.24198/agrikultura.v32i2.32651
Fatkhurrahman, M., & S, W. (2023). Analisis pengaruh konten pemasaran media sosial Instagram terhadap minat beli konsumen. Telkom University Applied Science Journal, 9(6), 2901–2903.
Handayani, F., Kadang, J., & Syrifuddin, I. (2023). Penerapan strategi pemasaran STP pada usaha Toreko. Empiricism Journal, 4(1), 208–212.
Hasan, M. F., & Wibowo, S. (2019). The effect of marketing mix on consumer. International Journal of Research & Review, 6(10), 1–8.
Harti, F. P. (2025). Strategi positioning jasa service konter Samsung. MAMEN: Jurnal Manajemen, 4(4), 752–767.
Islahwati, N., & Wibowo, S. (2020). Pengaruh digital dan electronic word of mouth terhadap online engagement. E-Proceeding of Applied Science, 6, 167–186.
Kasingku, J., & Sanger, A. H. F. (2023). Dunia digital vs dunia rohani. Journal of Education Research, 4(3), 1325–1330.
Lathifah, L., & Wibowo, S. (2024). Memetakan segmentasi target dan positioning produk kuliner untuk perancangan konten Instagram. Eqien-Jurnal Ekonomi dan Bisnis, 13(04), 514-521.
Luthfiandana, R., et al. (2024). Marketing strategy: STP for digital business. SIJDB, 1(4), 11–22.
Maimunah, A., & Rohman, A. (2024). Analisis bauran pemasaran. Jurnal Media Akademik, 2(6).
Manik, R. J. B., & Wibowo, S. (2024). Analisis penjualan berbasis media sosial. Al-Kharaj, 6(4), 4281–4298.
McKinsey. (2021). The value of getting personalization right.
Mursyidah, D. S., et al. (2025). Digital marketing. Widina Media Utama.
Nasution, R. U., & Aslami, N. (2022). Strategi dalam manajemen pemasaran. Journal of Islamic Education Management, 2(1), 21–35.
Rialita, A. J., et al. (2023). Manajemen pemasaran dalam peningkatan minat pengunjung. Jurnal Yariah dan Hukum Islam, 2(2).
Rahmah, N. F., & Wibowo, S. (2020). Pengaruh promosi media sosial terhadap keputusan berkunjung. Jurnal Inovasi Penelitian.
Sani, S. A., & Aslami, N. (2022). Strategi pemasaran STP pada produk kecantikan. MAMEN, 1(1), 18–26.
Sari, H. M. K., & Randusiwi, R. (2024). Decoding marketing mix effects. Journal of Business and Halal Industry, 1(4).
Sularno, M. (2025). Strategi digital marketing untuk meningkatkan brand awareness. Aliansi: Jurnal Manajemen dan Bisnis, 20(1), 228–240.
Sudewo, R. (2024). Ketertarikan Gen Z terhadap digital marketing.
Susila, H. (2026). Strategi digital marketing pada usaha event organizer. Journal of Artificial Intelligence and Digital Business, 5(1).
Sutarto, S. N., & Hwihanus, H. (2025). Pengaruh digital marketing terhadap penjualan UMKM. Jurnal Manajemen dan Ekonomi Kreatif, 3(1).
Taufik. (2023). Konsep inti manajemen pemasaran.
Thamrin, H., & Santoso, T. W. (2025). Storytelling digital pada brand image. Besaung, 10(1).
Ulandari, O. (2021). Efektivitas marketing mix 4P. E-BISMA, 4(1).
Wati, A. P., et al. (2020). Digital marketing. Edulitera.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ayu Apriana, Sampurno Wibowo, Leni Cahyani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
