Purchase Intentions Short Video Reels, Study on Instagram

Nur Rizki Faradia Ananda, Erwin Halim


This research is motivated by the large number of internet users in Indonesia, as well as the use of Instagram with a variety of useful features provided, one of which is the Reels feature. This is also supported by the increasing number of marketers who use social media as part of a place to promote to a wider community without space and time limits, so the features contained in Reels strongly support the activities of these marketers. This research was conducted using quantitative methods with the method of Structural Equiation Modeling (SEM) analysis with SmartPLS 3.0 as data processing software. The purpose of this study is to find out how the influence of the Reel feature on Instagram can have a direct effect on Consumer Buying Interest or it can also be done indirectly through Consumer Brand Attitudes. The sampling technique used is purposive sampling technique. The results of this study indicate that variables based on independent scenarios, user participation, perceived benefits, perceived enjoyment, celebrity involvement directly have a positive and significant effect on consumer brand attitudes, and consumer brand attitudes also have a positive and significant effect on consumer purchase intentions. While interesting content directly (direct effect) does not have a positive and significant effect on consumer brand attitudes.


purchase intentions; short video; instagram

Full Text:



Alawadhi, A., Alhumaid, K., Almarzooqi, S., & Aljasmi, S. (2022). Factors Affecting Medical Students Acceptance of the Metaverse System in Medical Training in the United Arab Emirates (Original Research). South Eastern European Journal of Public Health, 1-14.

Bucy, E. (2003, June). Media Credibilty Reconsidered: Synergy between On-Air and Online News. Journalism and Mass Comunication Quarterly, No. 2 Vol 80, 247 - 264.

Davis, F. D. (2015). Perceived Usefullnes, Perceived Ease of Use, and User Acceptance of Information Technology. Management Information Systems Research Center.

Edriasa, A. T., & Sijabat, R. (2022). Purchase Intention Short Video Marketing Tiktok: Studi pada Boy Group BTS Tokopedia. Jurnal Administrasi Bisnis, Vol 12. No. 1.

Fiore, A. M., Kim, J., & Lee, H. H. (2005, December). Effect of Image Interactivity Technology on Consumer Responses Toward the Online Retailer. Journal of Interacting Marketing, No. 3 Vol 19, 38 - 53.

Ha, N. M., & Lam, N. H. (2017). The Effect of Celebrity Endorsement on Customer's Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, Vol 9 No 1.

Hartanto, D. (2020). Sociology Review of Social Phenomenon, Social Rules and Social Technology. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3, (2): 1175-1184.

Hendika, V. L., & Riorini, S. V. (2014). Sikap Merek, Perceived Quality, dan Prestise Merek Terhadap Advokasi Merek Melalui Kepercayaan Merek pada Klinik Gigi Ortodonti di Jakarta. Jurnal Manajemen dan Pemasaran Jasa.

Hidayah. (2018, Juni 12). Peluang Bisnis dengan social media. Retrieved Oktober 2019, from Kompasiana: https://www.kompasiana.com/gareththedog/570c69cbc323bdcd0476c958/apa-itu-social-media-marketing

Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Management.

Hootsuite. (2019, Februari 9). Indonesian Digital Report 2019. Retrieved September 2019, from andi. link: https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2019/

Hootsuite, W. A. (2022). Digital Reports. Retrieved July 2022, from www.hootsuite.com: https://www.hootsuite.com/resources/digital-trends

Katadata. (2019, February Minggu). Berapa Pengguna Media Sosial di Indonesia. Retrieved September 2019, from Databoks: https://databoks.katadata.co.id/datapublish/2019/02/08/berapa-pengguna-media-sosial-indonesia

Kotler, P., & Keller, K. L. (2016). Marketing Management (15 ed.). United States of America: Pearson Education Limited.

Kriyantono, R. (2012). Teknis Praktis Riset Komunikasi. Jakarta: Prenada Media Group.

Kucukusta, D., Law, R., Besbes, R., & Legoherel, P. (2015). Re-examining perceived usefullness and ease of use on online booking: The case of Hongkong online users. International Journal of Contemporary Hospitality Management, 185-198.

Kurniawan, F. J., & Kunto, Y. S. (2014). Analisa Pengaruh Visibility, Credibility, Attraction, Dan Power Celebrity Endorser Terhadap Brand Image Bedak Marcks Venus. Jurnal Manajemen Pemasaran Petra, 1-8.

Lim, S. H., & Yazdanifard, R. (2014, September). How Instagram Can Be Used As A Tool In Social Networking Marketing. Retrieved October 2019, from Researchgate: https://www.researchgate.net/publication/265377226_How_Instagram_can_be_used_as_a_tool_in_social_networking_marketing

Lin, C., & Lekhawipat, W. (2014). Factors Affecting Online Repurchase Intention. Industrial Management & Data Systems, Vol 114 (4), 597-611.

Liu, G. F., Li, C. Y., Gao, P. C., & Zhang, Z. p. (2019). Research on the Influence of social media Short Video Marketing on Consumer Brang Attitude. Advances in Social Science, Education, and Humanities Research, Vol 336.

Mahadi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention Amongst Young Generation in Malaysia. Internationa Business Research.

Nadaraja, R., & Yazdanifard, R. (2014). Social Media Marketing: Advantages and Disadvantages. Social Media Marketing.

Neti, S. (2011, July). Social Media and Its Role in Marketing. International Journal of Enterprise Computing and Business Systems, Vol 1.

Pirouz, D. M., Jhonson, A. R., Thomson, M., & Pirouz, R. (2015). Creating Online Vidoes That Engage Viewers. Massachusetts Institue Technology: MIT Sloan Management Review 2015.

Pramusinto, N.D., Daerobi, A., and Hartanto, D. (2020). Labor Absorption of the Manufacturing Industry Sector in Indonesia. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (1): 549-561.

Priyono, A. (2017). Analisis Pengaruh Trust dan Risk Dalam Penerimaan Teknologi Dompet Elektronik Gopay. Jurnal Siasat Bisnis.

Purwianti, L., & Ricarto, T. (2018). Analisa Faktor - Faktor yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone di Batam. Jurnal Manajemen Maranatha, 41-56.

Schiffman, L. G., & Kanuk, L. L. (2014). Consumer Behavior. New Jersey: Prentice Hall.

Setiawan, W. (2017, Agustus 29). Indonesia Produsen Instagram Story Terbesar. Retrieved 2019 November, from mix.co.id: https://mix.co.id/marcomm/brand-communication/indonesia-produsen-instagram-story-terbesar/

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.

Sukaadmadja, I. G., & Baskara, I. A. (2016). Pengaruh Online Trust dan Perceived Enjoyment terhadap Online Shopping Satistifaction dan Repurchase Intention Lazada Indonesia. E-Jurnal Manajeme Unud, Vol 5 No. 11, 7194-7224.

Sulistya, R. E., & Astuti, D. W. (2012). Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Bisma Jurnal Bisnis dan Manajemen, 1-12.

Tachkeray, R., Hanson, C. L., Neiger, B. L., & McKenzie, J. F. (2008, November). Enhancing Promotional Strategies Within Social Media Marketing Programs: Use of Web 2.0 social media. Social Media Marketing and Health Communication, No. 4 Vol 9, 338 - 43.

Todorova, G. (2015). Marketing Communication Mix. Traka Journal of Science, 368-374.

Todorova, G. (2015). Marketing Communication Mix. Trakia Journal of Science, 13, 368-374.

Vahdat, A., Alizadeh, A., & Quach, S. (2020). Would you like to Shop via Mobile App Technology? The Technology Acceptance Model, Social Factors and Purchase Intention. Australiasan Marketing Journal (AMJ).

Yahya. (2016, April 12). Apa Itu Social Media Marketing? Retrieved Oktober 2019, from Kompasiana: https://www.kompasiana.com/gareththedog/570c69cbc323bdcd0476c958/apa-itu-social-media-marketing.

DOI: https://doi.org/10.33258/birci.v5i3.6908

Article Metrics

Abstract view : 384 times
PDF - 105 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.