Abstract
Manuscript Type: Research Paper Research Aims: To analyze how demand, convenience, interactivity, and playfulness in short videos influence perceived enjoyment, which in turn affects hedonic motivation and impulsive repurchase intentions, both directly and indirectly.
Design/Methodology/Approach: This study used quantitative research with 278 respondents, analyzed using structural equation modeling (SEM). Research Findings: Demand, convenience, and playfulness significantly enhance perceived enjoyment, while interactivity does not. Perceived enjoyment positively influences hedonic motivation, which partially mediates its effect on impulsive repurchase intention.
Theoritical Contribution/Originality: This study reveals that stimuli in short video endorsements, including demand, convenience, and playfulness, significantly boost perceived enjoyment and hedonic motivation in Generation Z, influencing impulsive repurchase intentions, particularly among female consumers.
Practitioner/Policy Implication: Short videos fail to capture the interactions between influencers and audiences, so brands should be cautious when using them to boost consumer loyalty. For Generation Z, impulse repurchase intention is more influenced by the short video format than by hedonic motivation, highlighting the importance of playfulness. This research offers brands valuable insights for using short videos as a promotional strategy.
Research Limitation/Implications: Interactivity in short videos differs from live streaming, and the specific clothing brand used is unidentifiable, raising concerns about respondents' brand recall. Additionally, the pre-test lacked confirmatory factor analysis (CFA), did not validate wording, and removed indicators without justification.
Keywords: demand, convenience, interactivity, playfulness, perceived enjoyment, hedonic motivation, impulsive repurchase intention, short video, Generation Z.
Bahasa Abstract
Tujuan Penelitian: Menganalisis pengaruh demand, convenience, interactivity, dan playfulness sebagai stimulus dari video pendek terhadap perceived enjoyment. Perceived enjoyment yang dirasakan dari menonton video pendek tersebut kemudian diuji pengaruhnya terhadap hedonic motivation dari pembelian yang pernah dilakukan sebelumnya karena menonton video pendek. Penelitian ini juga kemudian menguji hubungan hedonic motivation terhadap impulsive repurchase intention. Selain itu, penelitian ini juga menganalisis pengaruh langsung perceived enjoyment terhadap impulsive repurchase intention dan pengaruh tidak langsung perceived enjoyment terhadap impulsive repurchase intention yang dimediasi dengan hedonic motivation.
Desain/Metodologi/Pendekatan: penelitian kuantitatif dengan 278 yang dianalisis menggunakan structural equation model (SEM).
Hasil Penelitian: Demand, convenience, dan playfulness secara signifikan mempengaruhi perceived enjoyment dan interactivity tidak signifikan. Perceived enjoyment secara signifikan mempengaruhi hedonic motivation. Kemudian, hubungan hedonic motivation secara signifikan mempengaruhi impulsive repurchase intention. Pada uji mediasi, pengaruh hedonic motivation sebagai mediator pada hubungan perceived terhadap impulsive repurchase intention menunjukkan hasil yang parsial.
Kontribusi Teoritis: Pertama, menjelaskan perceived enjoyment dapat mempengaruhi pembelian secara hedonis yang kemudian pembelian hedonis tersebut dapat mendorong pembelian kembali secara impulsif; Kedua, menjelaskan perilaku seseorang lebih lanjut yaitu intensi melakukan pembelian kembali (impulsive repurchase intention) sebagai respon dalam mengonsumsi suatu produk berdasarkan stimulus dan organism; Ketiga, memberikan penjelasan peran hedonic motivation sebagai mediator dalam pengaruh perceived enjoyment terhadap impulsive repurchase intention.
Implikasi Praktisi: Video pendek tidak dapat menjelaskan interaksi yang terjadi antara influencer dengan audience-nya; Brand harus lebih berhati-hati dalam penggunaan video pendek untuk tujuan meningkatkan loyalitas konsumen; Niat melakukan pembelian kembali secara impulsif oleh Generasi Z lebih didorong karena penggunaan video pendek itu sendiri daripada motivasi hedonis; Video pendek merupakan hal yang penting bagi Generasi Z terutama pada aspek playfulness; Penelitian ini memberikan insight kepada brand mengenai penggunaan fitur video pendek sebagai strategi promosi.
Limitasi Penelitian/Implikasi: Interaktivitas pada video pedek berbeda dengan live streaming video; Tidak dapat menentukan penggunaan jenis brand produk pakaian; Tidak dapat memastikan brand yang dimaksud responden dapat secara konsisten dipikirkan responden selama pengisian kuesioner; Pre-test penelitian ini tidak menggunakan confirmatory factor analysis (CFA); Tidak melakukan validation checking pada wording test; Penelitian ini langsung melakukan penghapusan untuk indikator.
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Recommended Citation
Nurasti, Anandita and Sobari, Nurdin
(2023)
"The Role of Hedonic Motivation As The Mediator In The Effect of Social Media Endorsement Short Video Toward Impulsive Repurchase Intention on Generation Z,"
ASEAN Marketing Journal: Vol. 15:
No.
1, Article 1.
DOI: 10.7454/amj.v15i1.1222
Available at:
https://scholarhub.ui.ac.id/amj/vol15/iss1/1
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