EXPLORING GENERATION Z ENGAGEMENT IN TIKTOK BASED MARKETING

Komang Junita Widhipratiwi; Luhde Hendryani Pratiwi; Ni Luh Suryani; Gangsar Parikesit; Benny Fernando Panjaitan; I Kadek Wira Diana

Komang Junita Widhipratiwi Universitas Udayana
Luhde Hendryani Pratiwi Universitas Udayana
Ni Luh Suryani Universitas Udayana
Gangsar Parikesit Universitas Udayana
Benny Fernando Panjaitan Universitas Udayana
I Kadek Wira Diana Universitas Udayana

Keywords: Content Marketing; Generation Z; Purchase Decision; Social Commerce; TikTok Shop

Abstract

The shift from traditional digital advertising to integrated social commerce ecosystems has made TikTok a central driver of consumer purchasing patterns, particularly among Generation Z. TikTok facilitates experiential search, where visual demonstrations and parasocial interactions replace text centric search engines as primary tools for product validation. This study employed a quantitative research design, utilizing a purposive sampling technique to survey 300 active TikTok users in Indonesia who have engaged with TikTok Shop. Data were analyzed using multiple linear regression to examine the relationship between TikTok content marketing, shopping features, and purchase decisions. The findings demonstrate that both TikTok content marketing and TikTok shopping features have a statistically significant positive effect on the purchase decisions of Generation Z. These results indicate that high-quality, authentic content builds the necessary parasocial trust, while frictionless shopping features facilitate immediate financial conversion. The study concludes that successful social commerce strategies must integrate creative, creator-led content with seamless transactional tools to effectively engage digital-native consumers and drive sustainable sales performance.