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All Journal Solusi: Jurnal Kajian Ekonomi dan Bisnis
Tio Agustianto
Fakultas Ekonomi dan Psikologi, Universitas Widya Dharma Klaten
Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH ENTERTAINMENT CONTENT DAN EMOTIONAL CONTENT TERHADAP REWATCH INTENTION MELALUI MEDIASI SOCIAL MEDIA ENGAGEMENT Tio Agustianto; Abdul Hadi Hari; Junaidi Affan
Kajian Ekonomi dan Bisnis Vol. 21 No. 1 (2026):
Publisher : Sekolah Tinggi Ilmu Ekonomi SBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51277/keb.v21i1.315

Abstract

Abstract This study aims to examine the influence of entertainment content and emotional content on rewatch intention, as well as to analyze the role of social media engagement as a mediating variable among Generation Z in Klaten Regency. The population of this study consists of Gen Z individuals who access short videos through platforms such as TikTok, Instagram Reels, and YouTube Shorts. Data were collected using a survey method with a total sample of 114 respondents. The results show that entertainment content has a positive and significant effect on rewatch intention (β = 0.577; t = 14.399; p < 0.05) and on social media engagement (β = 0.453; t = 7.857; p < 0.05). In addition, emotional content also has a positive and significant effect on rewatch intention (β = 0.584; t = 12.454; p < 0.05) and on social media engagement (β = 0.544; t = 9.160; p < 0.05). Furthermore, social media engagement itself has a positive and significant effect on rewatch intention (β = 0.306; t = 4.605; p < 0.05). The mediation test results indicate that social media engagement is able to mediate the effect of entertainment content (indirect effect = 0.139; t = 3.967; p < 0.05) and emotional content (indirect effect = 0.166; t = 3.967; p < 0.05) on rewatch intention.
Co-Authors Abdul Hadi Hari Junaidi Affan