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All Journal Journal of Business Strategy and Execution Journal The Winners Binus Business Review Journal of Social And Economics Research journal of social and economic research
Simbolon, Freddy Pandapotan
Bina Nusantara University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Social And Economics Research

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SHORT VIDEO MARKETING AND GEN Z’S PURCHASE INTENTION: THE ROLE OF BRAND ATTITUDE ON TIKTOK Andari, Triana Septi; Simbolon, Freddy Pandapotan
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.867

Abstract

Amid the exponential rise of social media platforms particularly TikTok scholars have acknowledged its dual functionality as both a medium of communication and a potent marketing instrument for engaging contemporary consumers. The platform’s hallmark short-form video format has revolutionized the digital marketing landscape, enabling brands to craft interactive and immersive content that significantly affects consumer behavior. This study focuses on evaluating how short video marketing influences the purchase intentions of Generation Z in DKI Jakarta, with brand attitude serving as an intervening variable. Data was obtained from 100 active TikTok users who had previously made purchasing decisions influenced by short video content. Employing a quantitative methodology, the study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data. The research offers insights into how strategic use of short-form videos can shape consumer attitudes and purchasing behavior. The results demonstrate that variables such as engaging content, scene-based experiences, participatory interactions, perceived usefulness, and celebrity involvement do not exert a significant influence on brand attitude. Conversely, perceived enjoyment emerges as a critical determinant in fostering favorable brand perceptions, underscoring the necessity of producing content that is both enjoyable and captivating. Furthermore, brand attitude exerts a substantial effect on purchase intention, indicating that positive brand perceptions enhance consumers’ likelihood of making purchases. Consequently, marketers are encouraged to prioritize emotional resonance and entertainment value over mere visual appeal, interactivity, or celebrity influence. The study underscores the pivotal role of engaging short video content in cultivating positive brand attitudes and stimulating purchase intentions among Gen Z audiences.
THE INFLUENCE OF SHORT VIDEO MARKETING ACTIVITIES ON TIKTOK SHOP AND CUSTOMER EXPERIENCE ON CUSTOMER RELATIONSHIP QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY IN THE FASHION INDUSTRY Ritonga, Ray Handaya; Simbolon, Freddy Pandapotan
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1208

Abstract

This study aims to analyze the influence of short video marketing activities on TikTok and customer experience on customer relationship quality, as well as their impact on customer loyalty in the fashion industry on TikTok Shop. A quantitative approach was employed using a survey method involving 250 Gen Z respondents in Jakarta who actively shop for fashion products through TikTok Shop. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (SEM-PLS) technique. The results show that short video marketing activities and customer experience have a positive and significant effect on customer relationship quality. Furthermore, customer relationship quality also has a significant effect on customer loyalty. In addition, short video marketing activities and customer experience were found to directly influence customer loyalty. These findings offer practical implications for fashion industry players in designing effective digital marketing strategies that focus on enhancing customer experience and relationships to foster long-term loyalty.
Co-Authors Andari, Triana Septi Elvira Rossi Handayani Eunice Klesia Ina Melati Ina Melati Ina Melati, Ina Laeticia Louisa Lena Yanti Menik Nugraedy Mouli Safarina Retno Dewanti Ridha Ardyaningtyas Nurcholifa Ritonga, Ray Handaya Verencia Law