SHORT-FORM VIDEO MARKETING AND ITS EFFECT ON PURCHASE INTENTION: EVIDENCE FROM MIE GACOAN

Abstract

The growing popularity of short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts has transformed how consumers interact with digital content. Short and visually appealing videos are capable of creating strong emotional triggers and viral effects that shape consumer perceptions and behaviors. In Indonesia, Mie Gacoan has emerged as a viral culinary brand among Generation Z, largely driven by short-form video content on TikTok, showcasing its restaurant atmosphere and distinctive spicy menu. Despite the widespread use of social media in marketing, limited research has examined how short-form video content directly influences purchase intention, especially within the context of local “low-involvement” culinary products. This study aims to analyze the effect of short-form video marketing on the purchase intention of Business Education students at Universitas Pendidikan Indonesia (UPI) who have viewed Mie Gacoan content on short-form video platforms. Employing a quantitative explanatory design, this research uses a purposive sampling technique with 81 respondents, determined through the Slovin formula with a 10% margin of error. Data were collected via a questionnaire using a 5-point Likert scale and analyzed using simple linear regression with a significance level of 0.05. The study is expected to demonstrate that exposure to short-form video content significantly influences students’ purchase intention, highlighting the effectiveness of this digital marketing format among young consumers. The findings are anticipated to contribute to the growing literature on digital consumer behavior and provide practical insights for local brands in optimizing short-form video marketing strategies.