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All Journal Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Nur Laili Isnawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan

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Analisis Tiga Dimensi Short Video Marketing Yang Mempengaruhi Purchase Intention Generasi Z Meyliana Tjan Mulyadi; Nur Laili Isnawati; Catharina Aprilia Hellyani
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 1 No. 3 (2023): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/wawasan.v1i3.909

Abstract

Short videos are videos that are five seconds to five minutes long. Short video marketing is now popular because it is considered interesting and interactive. This research was conducted to analyze the dimensions in short video marketing that influence generation Z's purchase intention, the dimensions used are the Emotional, Entertain, and Informative dimensions. The research method that used is literature study. The results showed that the emotional dimension has a significant effect on purchase intention, while the entertain dimension and informative dimension do not directly affect purchase intention but still must be considered.
Co-Authors Catharina Aprilia Hellyani Meyliana Tjan Mulyadi Valentino Wijaya