HOW SHORT-FORM VIDEO MARKETING AND SOCIAL COMMERCE AFFECT GEN Z PURCHASE INTENTION AND LOYALTY

This study examines the influence of short-form video marketing and social commerce on Generation Z purchase intention and brand loyalty in the Indonesian social commerce context, with purchase intention as a mediating variable. The study is motivated by the rapid growth of social commerce in Indonesia, particularly through platforms like TikTok Shop, and the limited research integrating short-form video marketing and social commerce into a comprehensive framework for Generation Z consumers. The sample consists of three hundred Generation Z respondents aged eighteen to thirty years who actively use social media platforms and have experience purchasing products through social commerce features. Structural Equation Modeling with Partial Least Squares approach was employed to test the proposed hypotheses. The results indicate that short-form video marketing has a positive and significant effect on both purchase intention and brand loyalty. Similarly, social commerce has a positive and significant effect on both purchase intention and brand loyalty. Furthermore, purchase intention has a positive and significant effect on brand loyalty. The mediation analysis reveals that purchase intention significantly mediates the relationship between short-form video marketing and brand loyalty, as well as the relationship between social commerce and brand loyalty. These findings suggest that digital marketing strategies first shape consumers' buying intentions before ultimately fostering long-term loyalty, with purchase intention serving as an important bridge between digital engagement and sustainable consumer commitment. The study contributes to the literature on digital marketing and consumer behavior by extending the Stimulus-Organism-Response framework to the context of short-form video marketing and social commerce in emerging markets.