Analysis of Generation Z's Preferences and Buying Behavior Through Tiktok Shopping Content

Dyah Handayani  Dewi; Nova  Riandi

doi:10.59890/6vgavr11

Authors

Dyah Handayani Dewi Universitas Nasional Author
Nova Riandi Universitas Nasional Author

DOI:

https://doi.org/10.59890/6vgavr11

Keywords:

TikTok Shopping Aps, Online Analysis, Gen Z

Abstract

This study aims to investigate the preferences and behaviors of Generation Z in the context of TikTok Shopping content using an online survey method. With the rapid growth of TikTok as a highly popular social media platform among Generation Z, an in-depth understanding of how shopping content on TikTok influences consumer preferences and behavior is important for marketers and researchers. An online survey was conducted to collect data from a sample of Generation Z who actively use TikTok. The results of the analysis show that TikTok Shopping content has a significant impact on purchase preferences and consumer behavior among Generation Z. The findings also reveal preferences for certain types of content, frequency of interaction, and factors that influence purchasing decisions. The managerial implications of this study provide valuable insights for companies in designing more effective marketing strategies that appeal to Generation Z through the TikTok platform. This research also makes an important contribution in expanding the understanding of the interaction between the younger generation and shopping content on social media

References

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