Symposium on Business Transformation, Social Innovation, Humanities, and Sustainable Economy

Business Transformation, Entrepreneurship, and Sustainable Economy

PPAVI-2026-A1560E13 Oral Sustainable entrepreneurship

Students’ Perceptions of Hook Strategies in Job Application-Related Short-Form Videos at Politeknik Tonggak Equator

Authors: Nikita Tanuwijaya

Supervisor: Gregorius Subanti, S.Pd., M.Hum., Selamat Tumpal Manurung, S.H., M.Pd.

Affiliation: Politeknik Tonggak Equator Pontianak

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Abstract

This research aims to explore undergraduate students’ perceptions at Politeknik Tonggak Equator regarding hook strategies used in job application-related short-form videos. Short-form video platforms such as TikTok and Instagram Reels have become important sources of career-related information, shaping how students understand job application content. However, audience responses may differ depending on the hook strategies used in the opening segment of the videos. This study uses a descriptive qualitative research design with a case-oriented approach. Data are collected through observation of selected short-form videos and semi-structured interviews with eight undergraduate students. The videos are analyzed to identify hook strategies such as relevance, questioning, discrepancy, and novelty, while the interviews explore students’ perceptions in terms of attention, interest, and engagement. The findings are expected to show that different hook strategies are perceived differently in attracting attention, generating curiosity, and encouraging continued viewing. Questioning and discrepancy hooks are expected to generate stronger curiosity and attention, while relevance hooks may help students relate the content to their experiences. These responses may shape perceptions of the credibility, relevance, and effectiveness of the content. Therefore, this study is expected to demonstrate that hook strategies play an important role in supporting communication effectiveness in career-related short-form videos.

Keywords

hook strategies, short-form video, student perception, attention, interest, career-related content

Conference Certificate

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Certificate No. PPAVI-2026-A1560E13

Certificate

of Presentation

This certificate is formally awarded to:

Nikita Tanuwijaya, Gregorius Subanti, Selamat Tumpal Manurung

for presenting the paper entitled:

Students’ Perceptions of Hook Strategies in Job Application-Related Short-Form Videos at Politeknik Tonggak Equator

PPAVI-2026-A1560E13 / Oral

The 1st PPAVI Student Research and Vocational Conference 2026

16 Oct 2026 - 31 Oct 2026

Business Transformation, Entrepreneurship, and Sustainable Economy

Sustainable entrepreneurship

RD. Dr. Antonius Ary Setyawan, S.S., M.A, M.M.

Ketua Pengurus PPAVI

Romanus Edy Prabowo, S.Si., M.Sc., Ph.D.

Ketua Panitia

Digitally issued by PPAVI Conference System on 14 October 2026. Available at:

https://ppavi.or.id/conferences/ppavi-student-research-vocational-conference-2026/presentations/PPAVI-2026-A1560E13/