Content Marketing on Tiktok and Generation Z’S Purchase Decisions: A Quantitative Approach
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Abstract
This study examines the effect of TikTok content marketing on the purchasing decisions of Generation Z. TikTok has become an influential digital marketing platform because its short-form video content enables interactive and personalized communication with consumers. A quantitative survey was conducted involving 136 Generation Z respondents who are active TikTok users in Pematangsiantar City and Simalungun Regency. Respondents were selected using purposive sampling. Data were analyzed using SPSS through validity and reliability tests, simple linear regression, the coefficient of determination, and the t-test. The findings show that all research instruments are valid and reliable. The regression equation, Y = 15.476 + 0.362X, indicates that TikTok content marketing positively affects purchasing decisions. The coefficient of determination (R² = 44.7%) shows that TikTok content marketing explains 44.7% of the variation in purchasing decisions, while the remainder is influenced by other factors. The t-test results (t = 10.414 > 1.977, p = 0.000 < 0.05) confirm that the proposed hypothesis is accepted. Therefore, TikTok content marketing has a positive and significant effect on Generation Z’s purchasing decisions, highlighting the importance of creating creative, relevant, and engaging digital content.
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