Peran Moderasi Brand Awareness dalam Pengaruh Perceived Usefulness, Expert Involvement, dan Playfulness Konten Video Pendek terhadap Lead Generation di Perusahaan B2B

Ance Costansa Rajabuan (Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta)
Muqorrobien Marufi (Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta)
Miswanto Miswanto (Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta)
Frasto Biyanto (Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta)
Baldric Siregar (Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta)

Benefit : Journal of Bussiness, Economics, and Finance
Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance

This study examines the influence of Perceived Usefulness, Expert Involvement, and Playfulness in B2B short video marketing content on Lead Generation, moderated by Brand Awareness. Data from 200 B2B professional respondents were analyzed using PLS-SEM with SmartPLS. Results indicate that all three content characteristics positively and significantly impact Lead Generation. Brand Awareness positively moderates the relationship between Expert Involvement and Lead Generation. Uniquely, Brand Awareness negatively moderates the relationship between Playfulness and Lead Generation, suggesting that for well-known B2B brands, excessive playfulness can be counterproductive. Managerial implications advise prioritizing usefulness and expert involvement, and adapting playfulness based on Brand Awareness levels.