The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention

Volume 6, Number 1, 2025 https://ijble.com/index.php/journal/index The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention Muhammad Aria Wahyudi1, May Vitha Rahmadhani2, Ahmad Mu’is3, Feby Evelyna4 Kwik Kian Gie School of Business1, Politeknik LP3I Jakarta2, UIN Maliki Malang3, Universitas Putra Bangsa4 [email protected], [email protected], .id3, [email protected] ABSTRACT This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors. Keywords: Short-Form Video Marketing; Influencer Relatability; Trust Signals; Purchase Intention; Generation Z INTRODUCTION The digital marketing landscape has undergone a dramatic transformation in the last decade, with short-form video content emerging as one of the most powerful tools for engaging audiences. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how brands connect with consumers, particularly younger generations. These platforms allow for the rapid dissemination of information in a format that aligns with the decreasing attention spans of modern internet users (Rizomyliotis et al., 2024). For Generation Z—individuals born between 1997 and 2012—short-form videos have become not only a primary source of entertainment but also a critical channel for brand discovery and evaluation (Moreno et al., 2024). The appeal lies in their immediacy, authenticity, and the ability to deliver a message within seconds, creating an immersive and engaging experience that traditional media often fails to provide. As the first generation to grow up entirely in the digital age, Gen Z consumers are highly influenced by content that feels personal and trustworthy. They value authenticity over polish and are more likely to respond to marketing strategies that feel organic and relatable. This shift has catalyzed a growing reliance on influencer marketing, where individuals—rather than corporations—play the role of brand ambassadors. Influencers, particularly micro and nano-influencers, are seen as more relatable and trustworthy than traditional celebrities or corporate spokespeople (Lu & Zheng, 2023). Their perceived authenticity and accessibility enable them to exert considerable influence over their followers' attitudes, behaviors, and purchasing decisions. Influencer relatability, in particular, is a critical element in capturing the attention of Gen Z audiences. This generation is more likely to engage with content from influencers who share similar values, lifestyles, and experiences (Lin et al., n.d.). 855 Volume 6, Number 1, 2025 https://ijble.com/index.php/journal/index When influencers present themselves in a genuine and relatable manner, it fosters parasocial relationships—one-sided emotional bonds that mimic real-life friendships— which can significantly enhance brand trust and loyalty (Imran & Ferdous, 2025). As a result, relatability not only enhances content engagement but also plays a pivotal role in shaping purchase intentions, making it a key component in digital marketing strategies targeting Gen Z. In addition to content format and influencer attributes, trust signals such as reviews, testimonials, transparency about sponsorships, and brand credibility also play a decisive role in influencing Gen Z’s purchase decisions. While this demographic is adept at filtering out inauthentic content, they are also highly skeptical and demand clear, consistent trust cues before engaging in any form of transaction. Online trust signals function as a form of digital social proof, reinforcing the legitimacy of both the influencer and the brand (Imran & Ferdous, 2025). This demand for trust has made the inclusion of user-generated content, transparent communication, and ethical branding practices more critical than ever for marketers seeking to appeal to Gen Z consumers. Despite the rapidly growing adoption of these marketing techniques, there remains a limited understanding of how short-form video marketing, influencer relatability, and trust signals interact to affect Gen Z’s purchasing behavior. While prior studies have independently examined the influence of social media marketing and digital trust, few have investigated their combined effect within the short-form video ecosystem. As such, there is a need for a more comprehensive examination of the psychological and emotional factors that drive Gen Z’s purchase intentions in response to this new wave of digital marketing. Given their increasing purchasing power and potential lifetime value, understanding these dynamics is critical for marketers and businesses aiming to create more effective and targeted campaigns. Although short-form video platforms and influencer-driven content are increasingly central to digital marketing strategies, there remains a gap in understanding how their specific elements—such as influencer relatability and embedded trust signals—affect purchase intentions among Gen Z consumers. Existing literature has typically examined these factors in isolation or in broader social media contexts, failing to capture the unique, fast-paced, and immersive nature of short-form video environments. This lack of integrative insight limits the ability of marketers to design optimized campaigns that resonate with Gen Z’s distinctive consumption patterns and values. Furthermore, the hyper-competitive digital landscape necessitates a nuanced understanding of which factors most strongly drive Gen Z’s purchasing decisions to allocate marketing resources effectively and achieve sustainable brand engagement. The primary objective of this study is to investigate the impact of short-form video marketing, influencer relatability, and trust signals on the purchase intention of Generation Z consumers. Literature Review 1. Short-Form Video Marketing and Consumer Behavior Short-form video content has emerged as a dominant form of digital communication and marketing, especially with the rise of platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms leverage brevity and high engagement to attract younger audiences, p (...truncated)