Abstrak
Penelitian ini bertujuan untuk mengkaji pengaruh entertainment content dan emotional content terhadap rewatch intention, serta menganalisis peran social media engagement sebagai variabel mediasi pada generasi Z di Kabupaten Klaten. Populasi dalam penelitian ini adalah Gen Z yang mengakses short video melalui platform TikTok, Instagram Reels, dan YouTube Shorts. Data dikumpulkan melalui metode survei dengan jumlah sampel sebanyak 114 responden. Hasil penelitian menunjukkan bahwa entertainment content berpengaruh positif dan signifikan terhadap rewatch intention (β = 0,577; t = 14,399; p < 0,05) serta terhadap social media engagement (β = 0,453; t = 7,857; p < 0,05). Selain itu, emotional content juga terbukti memiliki pengaruh positif dan signifikan terhadap rewatch intention (β = 0,584; t = 12,454; p < 0,05) dan terhadap social media engagement (β= 0,544; t = 9,160; p < 0,05). Variabel social media engagement sendiri berpengaruh positif dan signifikan terhadap rewatch intention (β = 0,306; t = 4,605; p < 0,05). Lebih lanjut, hasil uji mediasi menunjukkan bahwa social media engagement mampu memediasi pengaruh entertainment content (indirect effect = 0,139; t = 3,967; p < 0,05) dan emotional content (indirect effect = 0,166; t = 3,967; p < 0,05) terhadap rewatch intention.
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