EXPLORING THE EFFECT OF BRANDED SHORT VIDEOS ON GEN Z: A CASE STUDY OF FAMILY MART X DEMON SLAYER

Abstract

This study investigates the influence of Short Video Marketing (SVM) on Consumer Engagement Intention (CEI) within the Family Mart × Demon Slayer co-branding campaign on TikTok. Utilizing a quantitative correlational design, data were collected via an online questionnaire (Google Form) from a purposive sample of 55 Generation Z consumers (aged 18-26) residing in Bandung and Jabodetabek. Simple Linear Regression analysis confirmed that SVM exerts a highly significant positive influence on CEI (B=0.605, p <0.001), explaining 47.6% of the variance (R2 = 0.476). The key finding reveals that Algorithmic Relevance (r = 0.720) is the strongest component of the stimulus, demonstrating that successful digital retail co-branding hinges on the platform's ability to maximize personalization. The conclusion suggests that effective strategies must prioritize algorithmic delivery and content quality to efficiently activate Fandom Resonance and convert existing emotional IP loyalty into measurable consumer engagement.