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All Journal Aptisi Transactions on Technopreneurship (ATT) PREPOTIF : Jurnal Kesehatan Masyarakat Enrichment : Journal of Management International Journal of Engineering, Science and Information Technology Milestone: Journal of Strategic Management Feedforward: Journal of Human Resource Journal of Comprehensive Science Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi
Kho, Ardi
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Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Short Video Marketing and Collaboration Brand Network Configuration in Indonesia Skincare Market Sukarnadi, Natalia; Lemy, Diena Mutiara; Kho, Ardi
Aptisi Transactions On Technopreneurship (ATT) Vol 8 No 1 (2026): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v8i1.811

Abstract

This study explores how brand network configuration, collaboration, and short video content marketing impact purchase intention within Indonesia's skincare market. The research is grounded in the Theory of Reasoned Action while examining the roles of brand attitude and subjective norms as mediating factors and gender's moderating effect. Using a quantitative survey method, data were collected from 260 Indonesian consumers who were actively engaged with local skincare brands and short video platforms. With brand attitude and with subjective norms considered as critical mediators, results coming from Partial Least Squares Structural Equation Modelling (PLS-SEM) reveal that collaboration brand networks, along with short video content marketing, do significantly increase purchase intention. Furthermore, the effect is more substantial within female consumers. Thus, a prominent gender moderation is indicated here. Local skincare brands should collaborate tactically, leverage short-form video content, improve consumer engagement, and make strategic purchases to highlight the findings' importance. This study applies the Theory of Reasoned Action more broadly, not only to digital and collaborative marketing contexts, but also provides brands with actionable managerial insights as they seek competitive advantage in emerging markets.
Co-Authors Antoni, Irene Budianto, Bernard Ch. Maniagasi, Elsie Christina Michelle Diena Mutiara Lemy Fachry Abda El Rahman Gozali, Ivana Agustin Kamil, Muhammad Farhan Kristoko Dwi Hartomo Nanda, Kezia Arya Rumanti, Elisabeth Dewi Salam, Rahmat Savira Alifa Sudibjo, Niko Sukarnadi, Natalia Sutedja, Indrajani Teuku Alif Ananda Untung Rahardja Yustika Rusnanda