The Role of Short-Video Content as an Educational Content and Digital Portfolio in Shaping Purchase Intention for Wedding Organizer Services in Denpasar, Bali
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8213Keywords:
Short Video Content, Educational Content, Digital portofolio, Buiilding trust, Wedding OrganizerAbstract
The development of social media has transformed the way Wedding Organizers (WOs) communicate with potential consumers. Short-video content on TikTok and Instagram Reels serves not only as a promotional medium but also as an educational medium and digital portfolio for delivering information, showcasing work results, and building trust. This study aims to analyze the role of short-video content as an educational medium and digital portfolio in shaping purchase intention for Wedding Organizer services in Denpasar, Bali. This research employed a descriptive qualitative approach involving 14 informants selected through purposive sampling, consisting of WO owners or managers, social media administrators, and consumers or potential consumers. Data were collected through semi-structured interviews, observations, and documentation, and were analyzed using thematic analysis through the stages of data reduction, coding, categorization, theme identification, interpretation, and conclusion drawing. The results show that educational content helps potential consumers understand wedding preparation, while digital portfolios provide visual evidence of the WO's experience, creativity, professionalism, and service quality. These two forms of content complement each other in building potential consumers' understanding, trust, and interest. Educational content tends to play a more prominent role as an initial trigger for interest and information seeking, while digital portfolios strengthen consideration by providing visual evidence of previous work. These findings indicate that combining educational content and digital portfolios can serve as a relevant short-video marketing strategy for Wedding Organizer services.
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