THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BUYING INTEREST AMONG GENERATION Z IN TIKTOK SHOP
Keywords:
digital marketing, Generation Z, social media marketing, TikTok ShopAbstract
The advancement of digital technology has reshaped the way businesses conduct marketing activities and interact with consumers. The widespread adoption of social media has provided organizations with new opportunities to communicate with target markets through engaging and interactive content. Among the growing number of digital platforms, TikTok Shop has gained considerable popularity as a social commerce platform, especially among Generation Z, a demographic group known for its intensive use of social media and online shopping applications. As a result, social media marketing has become a key element that may affect consumers’ intentions to purchase products offered through digital channels. This study investigates the effect of social media marketing on the buying interest of Generation Z consumers using TikTok Shop. A quantitative research design was employed, utilizing a survey as the primary data collection method. Data were obtained through questionnaires administered to Generation Z users of TikTok Shop. Respondents were selected through purposive sampling based on predetermined criteria, and the proposed relationship between variables was analyzed using simple linear regression. The findings are expected to provide practical insights for companies and digital marketing practitioners regarding the effectiveness of social media marketing in stimulating consumer buying interest within social commerce environments. In addition, this study contributes to the existing body of knowledge in marketing management, particularly in the fields of digital marketing, social commerce, and consumer behavior in the digital age.
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