(Politeknik Negeri Bandung, Indonesia)
(2) Farrel Pasya Harramain
(Politeknik Negeri Bandung, Indonesia)(3) Adinda Dwi Handayani
(Universitas Padjadjaran, Indonesia)(4) Elena Elizabeth Simbolon
(Politeknik Negeri Bandung, Indonesia)(5) Sania Aryani
(Politeknik Negeri Bandung, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of branded entertainment series (BES) and non-promotional educational content (NPEC) on positive perceptions and purchase intentions among Generation Z, focusing on TikTok users in the Bandung Raya area. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), this research involved 113 respondents, consisting of Generation Z students actively using the TikTok application. The analysis revealed that BES has a significant positive impact on purchase intentions, although its effect on positive perceptions is relatively smaller. Conversely, NPEC demonstrated a stronger influence on positive perceptions and was also significant in affecting purchase intentions. These findings indicate that while BES effectively increases purchase intentions, NPEC plays a more significant role in shaping positive brand perceptions, ultimately influencing consumer purchase decisions. Positive perceptions were found to mediate the relationship between BES, NPEC, and purchase intentions, confirming the importance of building a good brand image as a preliminary step to influencing purchasing decisions. This study provides valuable insights for marketers in designing more effective marketing strategies, especially on social media platforms like TikTok, which are highly popular among Generation Z. By understanding the impact of BES and NPEC, brands can more accurately choose the content strategies to build stronger and more authentic relationships with young audiences. Keywordsbranded entertainment series; generation Z; purchase intentions; non-promotional educational content; positive perception.
|
DOIhttps://doi.org/10.33122/ejeset.v%25vi%25i.686 |
Article metricsAbstract views : 80 |
Cite |
References
Ahmad, T., Bhatti, M., & Ali, M. (2021). The role of educational content in enhancing brand perception. Journal of Marketing Research, 58(4), 532–548.
Ashley, C., & Tuten, T. (2020). Creative strategies in social media marketing. Journal of Interactive Marketing, 58(2), 67–79.
Chao, B. (2005). Evaluating the educational content of direct-to-consumer fulfillment materials.. American journal of health-system pharmacy : AJHP : official journal of the American Society of Health-System Pharmacists, 62 6, 620-5 . https://doi.org/10.1093/AJHP/62.6.620.
Damayanti, F., & Sofiatiningsih, S. (2019). Promotion.. American journal of health-system pharmacy : AJHP : official journal of the American Society of Health-System Pharmacists, 76 2, 68 . https://doi.org/10.1093/ajhp/zxz008.
Dao, G. (2022). TikTok influencer marketing as a marketing tool for cosmetic industry to attract generation Z. Diakses dari https://www.theseus.fi
Djafarova, E., & Bowes, T. (2021). Social media influencers and young consumers. Journal of Consumer Behaviour, 20(4), 984–995.
Fauzi, S.I., Syahriza, R., Suhairi. (2025). Village Program Strategy in Minimizing the Negative Impact of Online Gambling Influenced by Influencers on Mental Health and Finances in Simpang Empat Village. Electronic Journal of Education, Social Economics and Technology, 6(1), 28–34. https://doi.org/10.33122/ejeset.v6i1.343
Foretová, P. (2024). Self-Presentation of Czech and Slovak Higher Education Institutions in Promotional Videos: The Case of Technical Universities. Media & Marketing Identity. https://doi.org/10.34135/mmidentity-2024-14.
Grundy Q, Millington A, Cussen C, et alPromotion or education: a content analysis of industry-authored oral health educational materials targeted at acute care nursesBMJ Open 2020;10:e040541. doi: 10.1136/bmjopen-2020-040541
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Pearson Education Limited.
Hasibuan, W., Siregar, S., Lubis, F.A. (2025). The Influence of Convenience, Trust, Risk Literacy on Decisions to Use Shopee PayLater (Student Case Study). Electronic Journal of Education, Social Economics and Technology, 6(1), 35–44. https://doi.org/10.33122/ejeset.v6i1.344
Hidayat, A., & Setiawan, R. (2021). Pengaruh konten media sosial terhadap minat beli Generasi Z. Jurnal Komunikasi Indonesia, 9(1), 45–58.
Hudson, S., & Hudson, D. (2020). Branded entertainment in the age of social media. Journal of Advertising, 49(3), 284–299.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
Knihová, L. (2021). The Role of Educational Content in a Digital Marketing Strategy. Communication Today, 12.
Lee, B. (2023). Educational Content, Exclusive National Identity, and Anti-immigrant Attitudes. The Journal of Politics, 85, 1182 - 1197. https://doi.org/10.1086/724965.
Li, D., & Cheong, C. Y. M. (2022). A critical genre analysis of covert advertising through short-videos in Douyin: The Chinese version of Tik-Tok. SAGE Open. Diakses dari https://journals.sagepub.com
Li, S., Campbell, C., & Farrell, J. R. (2024). Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance. Journal of Retailing and Consumer Services. Diakses dari https://sciencedirect.com
Munoz, T. B. (2022). TikTok's influence on Generation Z's buying habits and behavior. Diakses dari https://digitalcommons.fiu.edu
Nugraha, I., & Suryani, E. (2020). The impact of educational TikTok content on consumer trust. Indonesian Journal of Marketing Research, 12(3), 210–225.
Prasetyo, R. (2021). Efektivitas branded entertainment pada generasi muda di Indonesia. Jurnal Pemasaran Indonesia, 10(2), 112–124.
Pulizzi, J. (2019). Content marketing: Past, present, and future. Journal of Content Strategy, 8(2), 45–56.
Rajas-Fernández, M., Gértrudix-Barrio, M., & Baños-González, M. (2021). Knowledge in Images and Sounds: Informative, Narrative and Aesthetic Analysis of the Video for MOOC. Publ., 9, 32. https://doi.org/10.3390/publications9030032.
Russell, C. A., & Lane, D. (2019). Integrating brand storytelling into marketing strategies. Journal of Marketing Management, 35(1–2), 105–122.
Salsabila, N., & Hapsari, R. (2024). Perbandingan Konten Edukatif dan Humor Terhadap Customer Engagement Dan Purchase Intention. Jurnal Manajemen Pemasaran dan Perilaku Konsumen. https://doi.org/10.21776/jmppk.2024.03.1.09.
Sidhu, R. (2002). Educational Brokers in Global Education Markets. Journal of Studies in International Education, 6, 16 - 43. https://doi.org/10.1177/1028315302006001003.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Bandung: Alfabeta.
Tabachnick, B. G., & Fidell, L. S. (2019). Using multivariate statistics (7th ed.). Pearson
Trofimov, D. (2024). The influence of the author's content of students in social networks on the processes of promoting the brand of an educational organization. Bioethics. https://doi.org/10.19163/2070-1586-2024-17-1-51-55.
TikTok Marketing Report 2024 – Key Trends, Statistics, and Insights. (2024). Influencer Marketing Hub. Diakses dari https://influencermarketinghub.com
Wang, Z., Wong, S., & Smith, J. (2021). Combining entertainment and education in social media marketing. Digital Marketing Review, 18(5), 112–130.
Wau, M.P., Endu, E., Lulu, M.J., Odje, M.S., Itu, M.A., Soro, V.M., Ngadha, C., Tonda, F. (2025). Application of Technology in the Social Studies Learning Process at the Elementary School Level: Opportunities and Challenges. Electronic Journal of Education, Social Economics and Technology, 6(1), 106–111. https://doi.org/10.33122/ejeset.v6i1.415
Wavemaker UK. (2022). Growth Trends 2022: Welcome to a New Branded Entertainment Age. Diakses dari https://wavemakerglobal.com
Wong, S., & Smith, J. (2020). The role of consistent content in building brand loyalty. Journal of Consumer Insights, 45(3), 98–109.
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Robi Rojaya Simbolon, Farrel Pasya Harramain, Adinda Dwi Handayani, Elena Elizabeth Simbolon, Sania Aryani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Electronic Journal of Education, Social Economics and Technology (eJESET)
ISSN 2723-6250 (Online)
Published by the SAINTIS Publishing
Homepage: http://ejeset.saintispub.com
Editor E-mail : ; editor.ejeset@gmail.com
Editorial Office Address:
