Repurchase Intention in Digital Transportation Services: Storytelling and Emotional Attachment
Keywords:
Storytelling, Emotional Attachment, Repurchase Intention, Digital Services, Gojek.
Abstract
Purpose: This study examines the effects of storytelling and emotional attachment on users’ intention to reuse Gojek services in Cirebon, using a quantitative approach with 240 respondents selected through purposive sampling.
Design/methodology/approach: The study uses Partial Least Squares–based Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 to analyze data.
Findings: Both storytelling and emotional attachment influence the intention to reuse the service, with emotional attachment being the strongest factor. Storytelling increases user interest by engaging them through narratives.
Research limitations/implications: The study is limited to Gojek users in Cirebon, and future research should consider other platforms and regions for broader insights.
Practical implications: The findings suggest that storytelling and emotional attachment are key strategies for enhancing user loyalty and encouraging repeat usage of digital services.
Originality/value: This study provides valuable insights into the role of emotional attachment and storytelling in increasing repurchase intention.
Paper type: Research paper
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References
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Banik, S., & Dhar, S. R. (2021). Effect of Advertisement on Children’s Purchase Intention: The Mediating Role of Advertisement Recall. The Journal of Management Theory and Practice (JMTP), 2, 81–87. https://doi.org/10.37231/jmtp.2021.2.2.113
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Hsieh, S. H., Lee, C. T., & Tseng, T. H. (2021). Branded app atmospherics: Examining the effect of pleasure–arousal–dominance in brand relationship building. Journal of Retailing and Consumer Services, 60(August 2020), 102482. https://doi.org/10.1016/j.jretconser.2021.102482
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Karampournioti, E., & Wiedmann, K. P. (2021). Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7), 228–259. https://doi.org/10.1108/INTR-09-2019-0377
Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services, 62(April), 102595. https://doi.org/10.1016/j.jretconser.2021.102595
Li, H., Wang, R., & Shi, C. (2023). “Oh My God! Buy it!” Analysis on the Characteristics of Anchor’s Speech in Live Broadcast E-Commerce and Purchase Intention: A Linguistic Perspective. SAGE Open, 13(3), 1–12. https://doi.org/10.1177/21582440231202126
Li, S., Cao, T., & Xu, J. (2025). The influences of brand ethnicity on Chinese consumers’ brand attachment, brand trust and purchase intention: focused on domestic brand. Asia Pacific Journal of Marketing and Logistics, October. https://doi.org/10.1108/APJML-07-2024-0933
Li, W., Ong, C. H., Su, C. S., & Zhou, Y. (2025). Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior. Journal of Promotion Management, 31(6), 998–1019. https://doi.org/10.1080/10496491.2025.2546354
Li, W., & SU, C.-S. (2025). Impact of Emotional Attachment and Self-Brand Connection on Repurchase Behavior: The Mediating Role of Attitudinal Loyalty and Behavioral Loyalty. Journal of Management World, 2025(3), 76–83. https://doi.org/10.53935/jomw.v2024i4.1046
Ligaraba, N. (2024). Marketing Communication Through Intellectual Brand Experiences: The Impact of Pleasure and Arousal on Repurchase Intention. Studies in Media and Communication, 12(1), 466–475. https://doi.org/10.11114/smc.v12i1.6624
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Nayak, J. K., & Singh, P. (2015). Fundamentals of Research Methodology. In Fundamentals of Research Methodology. https://doi.org/10.3926/oss.38em
Rahmawati, A. W., & Maharani, B. D. (2022). Reslaj?: Religion Education Social Laa Roiba Journal Pengaruh Celebrity Endorser , Brand Image , Online Customer Review Dan E-Trust Terhadap Keputusan Pembelian pada Reslaj?: Religion Education Social Laa Roiba Journal. Religion Education Social Laa Roiba Jurnal, 4(4), 1030–1043. https://doi.org/10.47476/reslaj.v4i4.
Razali, H., Kesuma, T. M., & Nizam, A. (2025). The Influence of Emotional Attachment and Previous Experience on Repurchase Intention Mediated by Customer Trust in Tokopedia. International Journal of Scientific Research and Management (IJSRM), 13(08), 9575–9588. https://doi.org/10.18535/ijsrm/v13i08.em09
Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28(3), 291–301. https://doi.org/10.1057/s41262-020-00229-z
Rodríguez-Ríos, A., & Lázaro Pernias, P. (2025). Engagement and Purchase Intention in Storydoing and Storytelling for Instagram Ads. Index.Comunicacion, 15(1), 207–232. https://doi.org/10.62008/ixc/15/01Engage
Rodriguez, M. (2020). Brand Storytelling. Brand Storytelling. https://doi.org/10.4135/9781071864128
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Supriyadi, A. (2024). Increase in Purchase Intention through Source Credibility , Recommendation Credibility , and Psychological State?: Brand Awareness Mediates. 5(7), 651–669. https://doi.org/10.47153/jbmr.v5i7.1000
Syed, M., Khan, A., Idrees, M. A., & Khan, M. A. (2020). The influence of consumption modes and consumers’ emotions on repurchase intention while considering the branded clothes. Researchgate.Net, 7, 1–48. https://www.researchgate.net/profile/Ayesha-Khan-66/publication/357268664_The_influence_of_consumption_modes_and_consumers’_emotions_on_repurchase_intention_while_considering_the_branded_clothes/links/61c3fc15abcb1b520ada47d9/The-influence-of-consumption-
Tabassum, S., Khwaja, M. G., & Zaman, U. (2020). Can narrative advertisement and eWOM influence generation z purchase intentions? Information (Switzerland), 11(12), 1–16. https://doi.org/10.3390/info11120545
Thao, P. K., Phuong, N. N. D., Phuc, V. T., & Huan, N. H. (2024). Organizational commitment and its impact on employee performance in the water supply industry: Dataset from Vietnamese state-owned enterprises. Data in Brief, 52. https://doi.org/10.1016/j.dib.2024.110029
Tiwari, R., & Negi, T. (2025). Cool , caring and communicating - the human touch?: how car brands used social media anthropomorphism in. October. https://doi.org/10.1108/RAMJ-08-2024-0207
Tsai, M. C. (2020). Storytelling advertising investment profits in marketing: From the perspective of consumers’ purchase intention. Mathematics, 8(10), 1–12. https://doi.org/10.3390/math8101704
Umiyaroh, Oktavani, I. D. L., Fatimah, S. E., & Maulany, S. (2025). The Impact of Customer Testimonials and Brand Trust in Women’s Hijab Repurchase Intention in Cirebon. Indonesian Journal of Business and Entrepreneurship, 11(3), 519. https://doi.org/10.17358/ijbe.11.3.519
Vrtana, D., & Krizanova, A. (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability (Switzerland), 15(18). https://doi.org/10.3390/su151813337
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49(July), 475–488. https://doi.org/10.1016/j.ijinfomgt.2019.07.018
Yang, K., Kim, H. J. M., & Zimmerman, J. (2019). Emotional branding on fashion brand websites: harnessing the Pleasure-Arousal-Dominance (P-A-D) model. Journal of Fashion Marketing and Management, 24(4), 555–570. https://doi.org/10.1108/JFMM-03-2019-0055
Ye, T., Wang, N., & Wang, N. (2020). Analysis on product rollover strategies?: The innovation level perspective. Industrial Marketing Management, 88(March), 59–69. https://doi.org/10.1016/j.indmarman.2020.04.015
Zhang, Z. (2022). Availability of Heuristic Marketing Psychology. Proceedings of the 7th International Conference on Economy, Management, Law and Education (EMLE 2021), 649(Emle 2021), 329–333. https://doi.org/10.2991/aebmr.k.220306.048
Ahmed, S., Ghaffar, A., Zaheer Zaidi, S. S., Islam, T., Khan, M. M., Islam, F., Kincl, T., & Sheikh, A. A. (2024). Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 34(2), 207–230. https://doi.org/10.1080/21639159.2024.2308285
Al-Adwan, A. S., Yaseen, H., Alkhwaldi, A. F., Jafar, R. M. S., Fauzi, M. A., & Abdullah, A. (2025). Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM, and Loyalty. Journal of Global Marketing, 38(4), 392–416. https://doi.org/10.1080/08911762.2025.2463897
Arki Rifazka. (2024). Revolusi Teknologi dalam Transportasi Indonesia: Inovasi yang Mengubah Lanskap Mobilitas. Digital Transformation Indonesia. https://digitaltransformation.co.id/revolusi-teknologi-dalam-transportasi-indonesia-inovasi-yang-mengubah-lanskap-mobilitas/
Arora, S. (2025). The Impact of Emotional Storytelling on Brand Loyalty: A Study of Consumer Engagement through Social Media Advertising. Journal of Information Systems Engineering and Management, 10(15s), 750–761. https://doi.org/10.52783/jisem.v10i15s.2516
Banik, S., & Dhar, S. R. (2021). Effect of Advertisement on Children’s Purchase Intention: The Mediating Role of Advertisement Recall. The Journal of Management Theory and Practice (JMTP), 2, 81–87. https://doi.org/10.37231/jmtp.2021.2.2.113
Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27(4), 438–451. https://doi.org/10.1057/s41262-020-00189-4
Chang, J. (2025). The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart. Future Business Journal, 11(1). https://doi.org/10.1186/s43093-025-00447-4
Cook, R. ., & Forzani, L. (2024). Partial Least Squares Regression. In Taylor & Francis Group (Vol. 24, Issue 3). Chapman and Hall/CRC. https://doi.org/10.1201/9781003482475
databoks.id. (2024). Aplikasi Transportasi Online Terbanyak Diunduh di RI 2023. https://www.instagram.com/p/C3Rqe4eSSNS/?igsh=MTRjNjkzcWZ6M3hjNg==
Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13(August), 1–16. https://doi.org/10.3389/fpsyg.2022.968722
Fatimah, S. E. (2023). Psychology the Psychological Role of Ethnic Identity. 3(March), 31–34. https://doi.org/10.31435/rsglobal
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/10.1007/978-3-030-80519-7_7
Hsieh, S. H., Lee, C. T., & Tseng, T. H. (2021). Branded app atmospherics: Examining the effect of pleasure–arousal–dominance in brand relationship building. Journal of Retailing and Consumer Services, 60(August 2020), 102482. https://doi.org/10.1016/j.jretconser.2021.102482
Huda, N. (2022). Mengupas Industri Transportasi dan Logistik Online di Indonesia Pasca Pandemi. Indef, 18, 4. https://indef.or.id/
Ibrahim, B., & Aljarah, A. (2021). The era of Instagram expansion: matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1–25. https://doi.org/10.1080/13527266.2021.1984279
Ifa Fitria. (2025). Transformasi Digital Gojek: Strategi Inovasi Produk dan Pengembangan Bisnis Sebagai Kunci Pertumbuhan di Industri Ride-Hailing. Kompasiana. https://www.kompasiana.com/ifafitria3895/687d8e33c925c43e724e3996/transformasi-digital-gojek-strategi-inovasi-produk-dan-pengembangan-bisnis-sebagai-kunci-pertumbuhan-di-industri-ride-hailing
Kapoor, R., Mahamuni, R. R., Bhowmick, M., & Qureshi, Y. (2022). RESEARCHMETHODOLOGYANDMETHODS_mergedpdf1. In Research methodology and Methods (Issue November).
Karampournioti, E., & Wiedmann, K. P. (2021). Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7), 228–259. https://doi.org/10.1108/INTR-09-2019-0377
Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services, 62(April), 102595. https://doi.org/10.1016/j.jretconser.2021.102595
Li, H., Wang, R., & Shi, C. (2023). “Oh My God! Buy it!” Analysis on the Characteristics of Anchor’s Speech in Live Broadcast E-Commerce and Purchase Intention: A Linguistic Perspective. SAGE Open, 13(3), 1–12. https://doi.org/10.1177/21582440231202126
Li, S., Cao, T., & Xu, J. (2025). The influences of brand ethnicity on Chinese consumers’ brand attachment, brand trust and purchase intention: focused on domestic brand. Asia Pacific Journal of Marketing and Logistics, October. https://doi.org/10.1108/APJML-07-2024-0933
Li, W., Ong, C. H., Su, C. S., & Zhou, Y. (2025). Why Do Customers Keep Coming Back? The Moderating Role of Customer Perception of Influencer Marketing in Brand Attachment and Repurchase Behavior. Journal of Promotion Management, 31(6), 998–1019. https://doi.org/10.1080/10496491.2025.2546354
Li, W., & SU, C.-S. (2025). Impact of Emotional Attachment and Self-Brand Connection on Repurchase Behavior: The Mediating Role of Attitudinal Loyalty and Behavioral Loyalty. Journal of Management World, 2025(3), 76–83. https://doi.org/10.53935/jomw.v2024i4.1046
Ligaraba, N. (2024). Marketing Communication Through Intellectual Brand Experiences: The Impact of Pleasure and Arousal on Repurchase Intention. Studies in Media and Communication, 12(1), 466–475. https://doi.org/10.11114/smc.v12i1.6624
Marietha, A. R. (2024). Merek & Perusahaan Tren Aplikasi Ojek Online: Ada Potensi Terjadinya Penguasa Tunggal? GoodStats. https://goodstats.id/article/tren-aplikasi-ojek-online-ada-potensi-terjadinya-penguasa-tunggal-pIpfp
Nayak, J. K., & Singh, P. (2015). Fundamentals of Research Methodology. In Fundamentals of Research Methodology. https://doi.org/10.3926/oss.38em
Rahmawati, A. W., & Maharani, B. D. (2022). Reslaj?: Religion Education Social Laa Roiba Journal Pengaruh Celebrity Endorser , Brand Image , Online Customer Review Dan E-Trust Terhadap Keputusan Pembelian pada Reslaj?: Religion Education Social Laa Roiba Journal. Religion Education Social Laa Roiba Jurnal, 4(4), 1030–1043. https://doi.org/10.47476/reslaj.v4i4.
Razali, H., Kesuma, T. M., & Nizam, A. (2025). The Influence of Emotional Attachment and Previous Experience on Repurchase Intention Mediated by Customer Trust in Tokopedia. International Journal of Scientific Research and Management (IJSRM), 13(08), 9575–9588. https://doi.org/10.18535/ijsrm/v13i08.em09
Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28(3), 291–301. https://doi.org/10.1057/s41262-020-00229-z
Rodríguez-Ríos, A., & Lázaro Pernias, P. (2025). Engagement and Purchase Intention in Storydoing and Storytelling for Instagram Ads. Index.Comunicacion, 15(1), 207–232. https://doi.org/10.62008/ixc/15/01Engage
Rodriguez, M. (2020). Brand Storytelling. Brand Storytelling. https://doi.org/10.4135/9781071864128
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Supriyadi, A. (2024). Increase in Purchase Intention through Source Credibility , Recommendation Credibility , and Psychological State?: Brand Awareness Mediates. 5(7), 651–669. https://doi.org/10.47153/jbmr.v5i7.1000
Syed, M., Khan, A., Idrees, M. A., & Khan, M. A. (2020). The influence of consumption modes and consumers’ emotions on repurchase intention while considering the branded clothes. Researchgate.Net, 7, 1–48. https://www.researchgate.net/profile/Ayesha-Khan-66/publication/357268664_The_influence_of_consumption_modes_and_consumers’_emotions_on_repurchase_intention_while_considering_the_branded_clothes/links/61c3fc15abcb1b520ada47d9/The-influence-of-consumption-
Tabassum, S., Khwaja, M. G., & Zaman, U. (2020). Can narrative advertisement and eWOM influence generation z purchase intentions? Information (Switzerland), 11(12), 1–16. https://doi.org/10.3390/info11120545
Thao, P. K., Phuong, N. N. D., Phuc, V. T., & Huan, N. H. (2024). Organizational commitment and its impact on employee performance in the water supply industry: Dataset from Vietnamese state-owned enterprises. Data in Brief, 52. https://doi.org/10.1016/j.dib.2024.110029
Tiwari, R., & Negi, T. (2025). Cool , caring and communicating - the human touch?: how car brands used social media anthropomorphism in. October. https://doi.org/10.1108/RAMJ-08-2024-0207
Tsai, M. C. (2020). Storytelling advertising investment profits in marketing: From the perspective of consumers’ purchase intention. Mathematics, 8(10), 1–12. https://doi.org/10.3390/math8101704
Umiyaroh, Oktavani, I. D. L., Fatimah, S. E., & Maulany, S. (2025). The Impact of Customer Testimonials and Brand Trust in Women’s Hijab Repurchase Intention in Cirebon. Indonesian Journal of Business and Entrepreneurship, 11(3), 519. https://doi.org/10.17358/ijbe.11.3.519
Vrtana, D., & Krizanova, A. (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability (Switzerland), 15(18). https://doi.org/10.3390/su151813337
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49(July), 475–488. https://doi.org/10.1016/j.ijinfomgt.2019.07.018
Yang, K., Kim, H. J. M., & Zimmerman, J. (2019). Emotional branding on fashion brand websites: harnessing the Pleasure-Arousal-Dominance (P-A-D) model. Journal of Fashion Marketing and Management, 24(4), 555–570. https://doi.org/10.1108/JFMM-03-2019-0055
Ye, T., Wang, N., & Wang, N. (2020). Analysis on product rollover strategies?: The innovation level perspective. Industrial Marketing Management, 88(March), 59–69. https://doi.org/10.1016/j.indmarman.2020.04.015
Zhang, Z. (2022). Availability of Heuristic Marketing Psychology. Proceedings of the 7th International Conference on Economy, Management, Law and Education (EMLE 2021), 649(Emle 2021), 329–333. https://doi.org/10.2991/aebmr.k.220306.048
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2026-08-03
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