Elfi Elfi

Type of the article: Research Article

Abstract
This study examines the relationships between short-video creativity, influencer credibility, and impulsive buying intention through the sequential mediating roles of perceived cultural relevance and perceived content authenticity. A quantitative cross-sectional survey was conducted among 155 active users of TikTok, Instagram Reels, and YouTube Shorts in Indonesia who had recently viewed fashion-related promotional content and considered purchasing after exposure, ensuring direct relevance to short-video commerce behavior. Data were collected online between September and October 2025 using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that short-video creativity (β = 0.297; p = 0.004) and influencer credibility (β = 0.616; p < 0.001) are positively related to perceived cultural relevance, which is positively linked to perceived content authenticity (β = 0.762; p < 0.001). Perceived content authenticity was positively associated with impulsive buying intention (β = 0.559; p < 0.001), while the direct effects of short-video creativity and influencer credibility were not significant. Sequential mediation was supported for both pathways, supporting the proposed statistical mediation model in which impulsive buying intention is linked to short-video stimuli through perceived cultural relevance and perceived content authenticity. Because the study employed purposive sampling and the sample was predominantly female and concentrated on respondents from Java Island, the findings should be interpreted within the context of consumer groups similar to those represented in the sample rather than as representative of all Indonesian consumers. These findings extend the Stimulus–Organism–Response framework and provide managerial implications for designing culturally resonant and authentic digital marketing strategies.