Pengaruh Influencer Marketing, Sponsorship Disclosure, Interactive Marketing, dan Native Advertising terhadap Keputusan Pembelian (Purchase Decision) Generasi Z Pengguna Tiktok di Daerah Istimewa Yogyakarta
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Penelitian ini mengkaji pengaruh influencer marketing, sponsorship disclosure, interactive marketing, dan native advertising terhadap keputusan pembelian (purchase decision) Generasi Z pengguna TikTok di Daerah Istimewa Yogyakarta. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 144 responden yang termasuk kategori Generasi Z, aktif menggunakan TikTok, dan memiliki pengalaman melakukan pembelian produk melalui TikTok. Data dikumpulkan melalui kuesioner daring dengan teknik non-probability sampling dan dianalisis menggunakan regresi linier berganda melalui IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa influencer marketing, sponsorship disclosure, dan interactive marketing berpengaruh positif dan signifikan terhadap keputusan pembelian Generasi Z di TikTok, sedangkan native advertising berpengaruh positif namun tidak berpengaruh signifikan. Secara simultan, keempat variabel independen tersebut terbukti berpengaruh signifikan terhadap keputusan pembelian, yang menegaskan bahwa kombinasi strategi komunikasi pemasaran digital di TikTok memiliki peran penting dalam mendorong konsumen Generasi Z untuk melakukan pembelian. Secara teoritis, penelitian ini memperkaya literatur mengenai perilaku konsumen dan pemasaran digital pada konteks social commerce TikTok di Indonesia, khususnya di kalangan Generasi Z. Secara praktis, temuan ini menyarankan agar pelaku usaha dan pemasar memaksimalkan peran influencer, kejelasan pengungkapan konten bersponsor, serta interaksi dua arah dengan audiens, sambil mengevaluasi kembali desain dan pemanfaatan native advertising agar lebih efektif mendorong keputusan pembelian.
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