Dampak Video Pendek Terhadap Niat Beli Konsumen – Kasus Kopi Kenangan Di Surakarta
DOI:
https://doi.org/10.37385/ceej.v7i1.10113Keywords:
Konten Emosional, Konten Fungsional, Konten Menghibur, Niat Beli, Nilai yang DirasakanAbstract
Tujuan dari penelitian ini adalah untuk melakukan analisis pengaruh video pendek terhadap niat beli konsumen Kopi Kenangan di Surakarta. Metode kuantitatif dengan pendekatan positivisme digunakan, dengan menggunakan teknik purposive sampling, penelitian ini menjaring 144 responden untuk mengisi kuesioner terstruktur sebagai sumber data primer. berusia 17–40 tahun, aktif menonton video pendek di TikTok, Instagram Reels, atau YouTube Shorts, dan pernah membeli atau mempertimbangkan membeli produk Kopi Kenangan. Variabel penelitian meliputi Konten Fungsional, Konten Menghibur, Konten Emosional, Nilai yang Dirasakan, dan Niat Beli. Penelitian ini menerapkan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) guna mengevaluasi hubungan kausalitas serta pengaruh mediasi antarvariabel. Temuan penelitian ini mengindikasikan bahwa video pendek berpengaruh positif dan signifikan terhadap niat beli melalui konten fungsional dan menghibur, sedangkan konten emosional tidak berpengaruh signifikan. Keberadaan konten yang bersifat fungsional dan menghibur mampu meningkatkan persepsi nilai konsumen, yang secara simultan memberikan dampak positif terhadap penguatan niat beli. Secara praktis, penelitian ini memberikan kontribusi strategis bag Kopi Kenangan untuk memperkuat konten fungsional, mengutamakan konten menghibur, serta melakukan evaluasi berkala agar strategi pemasaran video pendek tetap efektif.
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