The Influence Factors of Short Video Advertising in Social Electronic Commerce Shop Based on Customer Brand Engagement Model

Online shopping is now a trend, especially during the COVID pandemic. The rapid advancement of technology causes changes in consumer purchasing behavior. One of them is making purchases online, such as shopping on e-commerce platforms. The purpose of this study is to determine the factors that influence short video advertising in social electronic commerce shops. The structural equation model with partial least squares (SEM-PLS) technique as the quantitative research method. 505 respondents who had made purchases from the Tiktok Shop responded to questionnaires distributed via Google Forms using snowball sampling techniques to collect the research data. After examining the outliers, 30 outliers were found that could not be used, so the data used was 475. It can be concluded from the results of this study that several factors have a significant influence, such as entertainment on brand awareness, entertainment on brand loyalty, the value on brand awareness, the value on brand image, trendiness on brand image, trendiness on brand loyalty, vividness on brand awareness, vividness on brand image, vividness on brand loyalty, consistent on brand awareness, consistent on brand loyalty, accuracy on brand awareness, accuracy on brand loyalty, brand awareness on purchase intention, brand image on purchase intention, the brand image on customer loyalty, brand loyalty on purchase intention, brand loyalty on customer loyalty, and purchase intention on customer loyalty. Hopefully, this research can be useful for industries that sell their products using video advertising content to increase sales.