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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Renny Risqiani
Universitas Trisakti, Jakarta Barat,Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Trust in Mediating Short-Form Video Ads on Purchase Intention Denny Sucipto; Kurniawati; Renny Risqiani
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.865

Abstract

This research explores how characteristics of short video advertisements influence consumer purchasing intent among TikTok users in Indonesia, with trust serving as a mediating factor. The study considers various content features, including informativeness, credibility, consistency, electronic word-of-mouth (eWOM), and appeal. As short-video content gains popularity, marketers are increasingly interested in identifying which elements most effectively foster trust and drive buying decisions. A quantitative approach was employed, involving questionnaires distributed to active TikTok users who had encountered short video ads and had prior online purchase experience. The data were analyzed using Structural Equation Modeling (SEM) in AMOS to assess the relationships between variables and examine trust's mediating role.
The Role of Trust in Mediating Short-Form Video Ads on Purchase Intention Denny Sucipto; Kurniawati; Renny Risqiani
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.865

Abstract

This research explores how characteristics of short video advertisements influence consumer purchasing intent among TikTok users in Indonesia, with trust serving as a mediating factor. The study considers various content features, including informativeness, credibility, consistency, electronic word-of-mouth (eWOM), and appeal. As short-video content gains popularity, marketers are increasingly interested in identifying which elements most effectively foster trust and drive buying decisions. A quantitative approach was employed, involving questionnaires distributed to active TikTok users who had encountered short video ads and had prior online purchase experience. The data were analyzed using Structural Equation Modeling (SEM) in AMOS to assess the relationships between variables and examine trust's mediating role.
Co-Authors Denny Sucipto Kurniawati