Pengaruh Entertainment Factor dan Relatability pada Konten Pemasaran Media Sosial Milik Brand di Industri Fashion terhadap Consumer Interaction dengan Personal Emotion sebagai Variabel Intervening pada Gen Z dan Millennial di Kota Medan

Abstract

The fashion industry is undergoing rapid development and intense competitiveness in today’s digital era. Rapid consumer interaction on social media can attract high attention for a company so that the company can remain relevant and achieve the expected target. The objective of this research is to investigate and analyze the influence of entertainment factor and relatability on consumer interaction in the content of social media marketing owned by brands in the fashion industry through personal emotion on Genz and Millennials in Medan. This research employs a quantitative associative approach. The data were collected through the documented study and distributing questionnaire. The population in this research were all online shopping consumers from age 18 to 35 who at least have one social media account on Facebook/X/Instagram/TikTok and live in Medan. The sampling method used in this research is a non-probability convenience sampling technique, with 165 respondents taken from five areas in Medan. The gathered data were analyzed by using path analysis. The results of this research show that entertainment factor does not have any significant influence on consumer interaction. Personal emotion has a significant influence on consumer interaction, but it cannot mediate entertainment factor and consumer interaction. However, personal emotion has a significant influence on mediating relatability and consumer interaction.