Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Vol. 1 No. 3 (2023): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan

Analisis Tiga Dimensi Short Video Marketing Yang Mempengaruhi Purchase Intention Generasi Z

Meyliana Tjan Mulyadi (Unknown)
Nur Laili Isnawati (Unknown)
Catharina Aprilia Hellyani (Unknown)

Article Info

Publish Date
03 Jun 2023

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.

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Journal Info
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Website

Abbrev

Wawasan

Publisher

Universitas Maritim AMNI Semarang

Subject

Decision Sciences, Operations Research & Management

Description

Cakupan keilmuan Jurnal Manajemen, Ekonomi dan Kewirausahaan adalah jurnal yang memuat tentang hasil-hasil penelitian ilmu manajemen yang terdiri dari Manajemen SDM, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Operasional dan Manajemen Bisnis Syariah serta Manajemen ...