Navigating the Short-Form Video Landscape of Indonesia: Unraveling the Influence of Short-form Videos on the Purchasing Intentions of Indonesia’s Gen Z

Abstract

This master thesis explores the influence of promotional short-form video content on TikTok and Instagram on the purchasing intentions of Generation Z in Indonesia. Against the backdrop of Indonesia's burgeoning economy and the transition to a consumer-based economy, the study is situated in the context of the digitally literate Gen Z cohort, where social media holds significant sway over consumer behaviors. Employing a philosophical foundation grounded in critical realism, the research follows an abductive approach, encompassing initial exploratory inductive research, theory construction, and validation through a deductive stage. The findings affirm the considerable impact of short-form video content on Indonesia's Gen Z, revealing a pronounced influence on their purchasing decisions. Notably, the data underscores that utility and usefulness are paramount considerations for Indonesian Gen Z when engaging with products and services portrayed in short-form video content. Interestingly, the study suggests a diminished impact of social parameters, including family, friends, and religious communities, on purchasing intention. This observation hints at a shift away from collectivistic attitudes among younger generations. Overall, this research contributes nuanced insights into the dynamic interplay between short-form video content and the consumer behavior of Indonesia's Gen Z, offering valuable implications for marketers navigating the digital landscape.