PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z STUDI PADA MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS NURUL HUDA

THE INFLUENCE OF TIKTOK SOCIAL MEDIA MARKETING ON GENERATION Z PURCHASING DECISIONS: A STUDY OF ECONOMIC EDUCATION STUDENTS AT NURUL HUDA UNIVERSITY

Abstract

The development of digital technology has driven changes in marketing strategies through the use of social media as a digital marketing medium. TikTok has become an effective platform for social media marketing activities, particularly for reaching Generation Z. This study aims to analyze the influence of TikTok social media marketing on the purchasing decisions of Generation Z consumers. This study used a quantitative approach with a survey method. The sampling technique used purposive sampling with 42 respondents. Data collection was conducted through an online questionnaire using Google Forms. Data analysis techniques included validity testing, reliability testing, simple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results show that TikTok social media marketing has a positive and significant effect on the purchasing decisions of Generation Z consumers with a significance value of 0.000 < 0.05. The coefficient of determination value of 0.503 indicates that 50.3% of purchasing decisions are influenced by TikTok social media marketing. Creative, interactive, and trend-following content can increase consumer interest in products promoted through TikTok.