From Story to Sale: The Mediating Role of Consumer Engagement in Short Video Marketing at Petro’s Coffee
Keywords:
Short Video Marketing, Consumer Engagement, Purchase Intention, Social Media, F&B IndustryAbstract
The rapid advancement of digitalization has transformed marketing strategies in Indonesia’s food and beverage (F&B) industry, with short video marketing emerging as a key approach to reaching modern consumers. This study aims to examine the effect of short video marketing on consumers’ purchase intention, with consumer engagement serving as a mediating variable among Petro’s Coffee customers. A quantitative approach was employed using a cross-sectional survey design involving 150 respondents aged 18–45 years who had been exposed to Petro’s Coffee short video content within the past three months. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The theoretical foundation of this study integrates the Stimulus–Organism–Response (S-O-R) framework to explain the psychological mechanisms underlying consumer responses. The results indicate that short video marketing has a positive and significant effect on consumer engagement, consumer engagement positively and significantly influences purchase intention, and consumer engagement significantly mediates the relationship between short video marketing and purchase intention. These findings highlight consumer engagement as a key mechanism in translating short video marketing stimuli into consumers’ behavioral responses. Practically, this study provides strategic implications for F&B industry practitioners in optimizing short video marketing by strengthening consumer engagement to enhance purchase intention.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149.
Barclay, D., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
Bhardwaj, J., & Sharma, A. K. (2020). How video marketing in E-commerce can boost sales. IME Journal, 14(1), 90-96.
Chen, X., & Qasim, H. (2021). Does E-Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer-based brand equity and love. Journal of Consumer Behaviour, 20(4), 1065-1077.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118-131.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Lawrence Erlbaum Associates.
Dong, X., Liu, H., Xi, N., Liao, J., & Yang, Z. (2024). Short video marketing: what, when and how short-branded videos facilitate consumer engagement. Internet Research, 34(3), 1-25.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least
Erwansyah, E., Saragih, R., & Purba, T. O. H. (2022). Jurnal Pengabdian Pada Masyarakat METHABDI, 2(2), 137�144.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation.
Erwansyah, E., Saragih, R., & Purba, T.O.H. (2022). Pendampingan Pemilihan Merek, Pentingnya Merek” dan Nilai yang Dihasilkan Melalui Merek Bagi Pelaku UMKM Di Desa Lau Bakeri, Kecamatan Kutilambaru, Kabupaten Deli Serdang, Sumatera Utara. Methabdi, 2(1), 26-31. https://doi.org/10.46880/methabdi.Vol2No1.pp26-31
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐ response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(2), 2-24.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
Kim, Y. R., Wang, Q. R., & Roh, T. W. (2021). Do information and service quality affect perceived privacy protection, satisfaction, and loyalty? Evidence from a Chinese O2O-based mobile shopping application. Telematics and Informatics, 56, 101483.
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439-458.
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
Mesra, B., Surya, E. D., & Asman, M. S. (2024). The impact of customer engagement on loyalty toward halal products: Mediating role of satisfaction. Society, 12(2), 631–642.
Nasution, M. D. T. P. (2021). Peran media sosial dalam membentuk minat beli konsumen pada produk UMKM. Jurnal Ekonomi dan Bisnis, 9(1), 88–97.
Nasution, M. D. T. P., & Putra, M. D. (2022). Pengaruh digital marketing terhadap keputusan pembelian konsumen pada UMKM kuliner. Jurnal Manajemen dan Bisnis, 11(2), 145–156.
Pérez-Rueda, A., Poblador-Peñalver, M. N., & Sancho-Esper, F. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69-94.
Sanny, A., Kinanti, P. H., Sitohang, E. K., Aditiya, M. R., & Fahreza, R. (2025). Peran media sosial dalam usaha membangun citra merek dan penjualan. Arus Jurnal Sosial dan Humaniora, 5(2), 1035–1042.
Sanny, A., Trihandayani, R., Nst, F. R. F., & Kartika, C. (2025). Pengaruh social media marketing dan brand awareness terhadap loyalitas pelanggan. Arus Jurnal Sosial dan Humaniora, 5(3), 4081–4087.
Sedej, T. (2019). The role of video marketing in the modern business environment: A view of top management of SMEs. Journal of International Business and Entrepreneurship Development, 12(1), 37-48.
Shamala, P., Ahmad, R., Zolait, A., & Sedek, M. (2017). Integrating information quality dimensions into information security risk management (ISRM). Journal of Information Security and Applications, 36, 1-10.
Shen, X., & Wang, J. (2024). How short video marketing influences purchase intention in social commerce: the role of users' persona perception, shared values, and individual-level factors. Humanities and Social Sciences Communications, 11, 290.
Solem, B. A. A., & Pedersen, P. E. (2016). The role of customer brand engagement in social media: Conceptualisation, measurement, antecedents and outcomes. International Journal of Internet Marketing and Advertising, 10(4), 223-254.
Sun, X. X. (2020). Research on the influence of video marketing of social media influencers on consumers purchase intention of beauty products taking YouTube as example. Academic Journal of Business & Management, 3(2), 1-7.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.
Weismueller, J., Harrigan, P., Wang, S. S., & Soutar, G. N. (2020). Influencer endorsements: how advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160-170.
Widodo, S. (2018). Strategi Pemasaran Dalam Meningkatkan Siklus Hidup Produk (Product Life Cycle). Kajian Ekonomi Dan Kebijakan Publik, 4(1), 84–90
Wu, L., Zhang, H., & Chen, M. (2023). The influence of short video content on consumers' purchase intentions on social media platforms with trust as a mediator. Technology in Society, 73, 102245.
Xiao, L., Li, X., & Zhang, Y. (2023). Exploring the factors influencing consumer engagement behavior regarding short-form video advertising: A big data perspective. Journal of Retailing and Consumer Services, 70, 103170.
Zhang, Y., Wang, L., & Liu, S. (2024). Understanding consumer purchase intention through short video marketing: The mediating role of trust and engagement. International Journal of Consumer Studies, 48(2), 234-251.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sebrina S, Erwansyah; Slamet Widodo
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
International Conference On Islamic Community Studies, Education and Science, its website, and the articles published therein are licensed under a 
