Storytelling as an Experiential Marketing Strategy for Non-Alcoholic Beverages: Its Impact on Guest Engagement and Satisfaction at The Balcone Suites and Resort Bukittinggi

Authors

  • Melin Julianti Universitas Negeri Padang
  • Lise Lise Asnur Universitas Negeri Padang
  • Dede Muslihat Universitas Negeri Padang

DOI:

https://doi.org/10.38035/sjam.v4i2.921

Keywords:

Storytelling In The Serving of Non-Alcoholic Beverages, Engagement Levels, Guest Satisfaction

Abstract

This study was motivated by the importance of creating a memorable guest experience as part of efforts to improve service quality in the hospitality industry. The study aims to analyze the effect of storytelling in the presentation of non-alcoholic beverages on guest engagement and satisfaction levels at The Balcone Suites and Resort Bukittinggi. The study employed a quantitative method with a causal-associative approach. Data were collected through a questionnaire distributed to 100 guests who had previously enjoyed non-alcoholic beverages at The Balcone Suites and Resort Bukittinggi. Data analysis was conducted using simple linear regression. The results indicate that storytelling in the serving of non-alcoholic beverages falls into the “very good” category, engagement levels fall into the “good” category, and guest satisfaction falls into the “very good” category. Furthermore, storytelling was found to have a positive and significant effect on engagement levels and guest satisfaction. These findings indicate that the application of storytelling in the serving of non-alcoholic beverages can create a more meaningful experience, increase guest engagement, and enhance their satisfaction with the services provided. Therefore, storytelling can be utilized as a service strategy to improve the quality of the guest experience in the hospitality industry.

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Published

2026-07-02

How to Cite

Julianti, M., Lise Asnur, L., & Muslihat, D. (2026). Storytelling as an Experiential Marketing Strategy for Non-Alcoholic Beverages: Its Impact on Guest Engagement and Satisfaction at The Balcone Suites and Resort Bukittinggi. Siber Journal of Advanced Multidisciplinary, 4(2), 150–161. https://doi.org/10.38035/sjam.v4i2.921

Issue

Vol. 4 No. 2 (2026): Siber Journal of Advanced Multidisciplinary (July - September 2026)

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Articles

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Copyright (c) 2026 Melin Julianti, Lise Lise Asnur, Dede Muslihat

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