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Novi Shintia, Novi
Politeknik Negeri Banjarmasin
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Journal : Journal of Entrepreneurship

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From Content to Trust: How Short-Video Marketing and AI Tools Drive SME Performance on TikTok and Shopee azizah, Fathia Azizah; Shintia, Novi; Rochmah, Siti
Journal of Entrepreneurship & Business Vol. 7 No. 2 (2026): Journal of Entrepreneurship and Business (March-June)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v7i2.8540

Abstract

Purpose: This study aims to examine how short-video marketing and AI content tools influence SME business performance on TikTok and Shopee through the mediating role of digital trust. The novelty of this research lies in integrating short-video marketing and AI-assisted content creation within a single trust-based explanatory model in the context of SMEs in social commerce platforms in a developing country. Method: This study employs a quantitative explanatory research design using survey data collected from 205 SMEs actively operating on TikTok and Shopee. The conceptual framework links short-video marketing and AI content tools to business performance through digital trust. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to test both direct and mediating effects. Result: The results show that both short-video marketing and AI content tools have significant positive effects on digital trust, and digital trust has a strong positive effect on SME business performance. Furthermore, digital trust is proven to significantly mediate the relationships between short-video marketing and business performance, as well as between AI content tools and business performance. These findings highlight that trust is the key mechanism that transforms content strategies and technology adoption into performance outcomes. Future research is recommended to extend this model by incorporating additional variables such as platform reputation, influencer endorsement, or consumer digital literacy.
Co-Authors Abdul Rozaq Agus Pebrianto, Agus Aziati Faradissa, Nia azizah, Fathia Azizah Dwi Rahmadhani, Anita Effendi, Tarman Evi Lestari Pratiwi - Politeknik Hasnur Kalimantan Selatan, Evi Lestari Pratiwi Fatimah Fitriani Fitriani Hairul Anwar, Hairul Heldiansyah Heldiansyah -, Heldiansyah Hikmayanti Huwaida, Hikmayanti Linda Permanasari, Linda Maharani, Sari Maharani, Sari Heppy Muhammad Hendra Sunarya Muhammad Ihsan Mutamimah, Heppy Mutammimah, Heppy Nadia Saraswati, Nadia NAIMAH, RAHMATUL JANNATIN Padli Padli Rachmiyati, Rachmiyati Renaldi Renaldi Rika Noviyanti Rika novyanti, Rika Rini Amelia, Rini Riswan Yunida, Riswan Rohimah Sahla , Ainur Ronny Mantala, Ronny Rustaniah, Rustaniah Said Muhammad, Said Salim, Muchtar Sari Hepy Maharani, Sari Hepy Siti Rochmah Syifa Teguh NUryadin, Muhammad Trisylvana Azwari Wahyu Wardhana, Muhammad WARDHANA, MUHAMMAD WAHYU Yulia Harmini, Yulia