In today’s competitive market, brands are increasingly turning to storytelling to connect with their audience on a deeper level. In Indonesia, certain brands that use compelling stories sometimes even go viral and boost consumers’ awareness of their products.
Thus, in July 2025, Snapcart conducted a study to find out how brand storytelling affects consumers’ purchasing decisions and brand loyalty. Check out the result in this article below.
With 964 respondents, we figured out that only 18% of Indonesian consumers are unfamiliar with the concept of brand storytelling—proving its growing relevance in the local market.
Furthermore, this survey found that 78% of respondents believe brand storytelling helps them better understand a brand’s values, and 67% of them said that they often make a purchase after being moved by an emotional advertisement, with the majority being women.
Our data reveals that indeed, 68% of Indonesian consumers believe storytelling influences their purchasing decisions, with 27% saying it is “very influential” and 41% rating it as “quite influential.” Moreover, 84% of respondents said they occasionally or more frequently buy from brands that share stories they find interesting. This shows that emotional engagement translates into real buying behavior. The top five emotions Indonesians often feel when interacting with their favorite storytelling brands are a sense of trust or safety, excitement and happiness, motivation and inspiration, calmness and comfort, and finally, enthusiasm. These emotional connections shape not only how consumers feel but also how they choose to spend. In fact, 47% of respondents say they are willing to pay more for brands that have a strong story, clear values, and a defined purpose. This demonstrates that consumers view storytelling as a reflection of authenticity and value—two qualities they are willing to invest in.
Trust and Loyalty Through Storytelling
A well-crafted brand story doesn’t just influence what people buy—it helps shape a sense of identity and belonging. This study reveals that 55% of Indonesian consumers feel like they are part of a brand’s community when the brand shares a compelling story. This sense of connection can deepen loyalty and create a lasting bond between consumers and brands.
This research also shows that trust plays a vital role in consumer decisions, and storytelling can be the key to earning it. The infographic above portrays that 62% of Indonesian consumers are more likely to trust a brand that shares its story, with 25% saying they “highly trust” such brands and 37% saying they “fairly trust” them.
Moreover, storytelling significantly aids brand recall—78% of consumers say it’s either “very easy” or “quite easy” to remember brands that utilize storytelling compared to those that don’t. Interestingly, while women are more likely to be influenced by emotional ads, men demonstrate stronger brand loyalty when the brand has a powerful and touching story. In fact, 47% of male respondents said they are more loyal to such brands, compared to 44% of female respondents.
To be continued in part 2.
Want to learn more about effective marketing strategies to hook more consumers, based directly on what consumers say? Contact us at partners@snapcart.global.
