PENGARUH ENTERTAINMENT CONTENT DAN EMOTIONAL CONTENT TERHADAP REWATCH INTENTION MELALUI MEDIASI SOCIAL MEDIA ENGAGEMENT
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Abstract
Abstract
This study aims to examine the influence of entertainment content and emotional content on rewatch intention, as well as to analyze the role of social media engagement as a mediating variable among Generation Z in Klaten Regency. The population of this study consists of Gen Z individuals who access short videos through platforms such as TikTok, Instagram Reels, and YouTube Shorts. Data were collected using a survey method with a total sample of 114 respondents. The results show that entertainment content has a positive and significant effect on rewatch intention (β = 0.577; t = 14.399; p < 0.05) and on social media engagement (β = 0.453; t = 7.857; p < 0.05). In addition, emotional content also has a positive and significant effect on rewatch intention (β = 0.584; t = 12.454; p < 0.05) and on social media engagement (β = 0.544; t = 9.160; p < 0.05). Furthermore, social media engagement itself has a positive and significant effect on rewatch intention (β = 0.306; t = 4.605; p < 0.05). The mediation test results indicate that social media engagement is able to mediate the effect of entertainment content (indirect effect = 0.139; t = 3.967; p < 0.05) and emotional content (indirect effect = 0.166; t = 3.967; p < 0.05) on rewatch intention.
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