Article’s

The rapid growth of digital media has significantly transformed consumer behavior, particularly among Generation Z. Short-form video content such as Instagram Reels and YouTube Shorts has emerged as a powerful marketing tool due to its engaging, concise, and visually appealing format. This study aims to analyze the impact of short-form video content on the purchasing decisions of Gen Z consumers. Using a descriptive research design, primary data was collected from 173 respondents through a structured questionnaire. The findings reveal that short-form videos play a significant role in product discovery, influence consumer interest, and moderately impact purchasing decisions. However, factors such as trust in influencers and content credibility vary among individuals. The study highlights the growing importance of short-form video marketing in shaping consumer behavior and provides insights for marketers to design effective strategies.