The Influence of Humor Content and Originality Content on Purchase Intention Through Hedonic Experience as a Mediating Variable
(Study on TikTok Followers of @kiaravirr in Cirebon City)
Abstract
This study investigates the influence of Humor Content and Originality Content on Purchase Intention, with Hedonic Experience as a mediating variable, among TikTok followers of @kiaravirr in Cirebon City. Grounded in the Stimulus-Organism-Response (SOR) Theory (Mehrabian & Russell, 1974) and the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986), this research conceptualizes humorous and original content as peripheral stimuli capable of eliciting positive emotional states, thereby enhancing hedonic experience, which subsequently drives purchase intentions. A quantitative cross-sectional approach was employed using purposive sampling among 150 valid respondents aged 17–30, targeting active TikTok followers of @kiaravirr. Data were analysed using Structural Equation Modelling with AMOS software. The Goodness of Fit test confirmed adequate model fit (P-value = 0.072; RMSEA = 0.044; GFI = 0.921; AGFI = 0.903). All five hypotheses were supported: Humor Content significantly influences Hedonic Experience (β = 0.601); Originality Content significantly influences Hedonic Experience (β = 0.535); Hedonic Experience significantly influences Purchase Intention (β = 0.321); Humor Content significantly influences Purchase Intention (β = 0.474); and Originality Content significantly influences Purchase Intention (β = 0.471). Effect decomposition confirms that Originality Content exerts the highest total effect on Purchase Intention (0.561), with Hedonic Experience serving as a partial mediator in both relationships. These findings affirm the strategic importance of affective and entertaining content in TikTok-based influencer marketing.
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