Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Strategic Marketing and Innovation
Muhammad Faisal
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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Algorithms, Engagement, and Sales: Short-Form Video Metrics as Predictors of Purchase Intention Muhammad Faisal; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 2 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.2.01

Abstract

The rapid growth of short-form video platforms has reshaped digital marketing practices and consumer purchasing behavior. This research explores how algorithmic recommendation and content engagement influence purchase intention through perceived arousal within the Stimulus-OrganismResponse framework. A quantitative survey approach was employed and analyzed using regression analysis. The findings indicate that algorithmic recommendation and content engagement significantly affect perceived arousal, which subsequently influences purchase intention. The results highlight the importance of emotional arousal as a key mechanism in transforming digital stimuli into consumer behavioral responses. The study suggests that optimizing recommendation systems and developing engaging content can enhance conversion outcomes in short-form video marketing environments.
Co-Authors Adnan Kasofi Osly Usman Ryna Parlyna