<![CDATA[This study aims to analyze the influence of TikTok content marketing on Generation Z’s consumer behavior. The research problem stems from the increasing exposure to digital marketing content that has the potential to drive purchases through trends, product visualizations, and algorithmic recommendations. This study employs an explanatory quantitative approach, distributing a questionnaire to 300 Generation Z respondents who actively use TikTok; the sample for analysis was determined using the Slovin formula, resulting in 75 respondents as the study sample. Content marketing variables were measured using indicators of relevance, accuracy, value, ease of understanding, ease of discovery, and consistency, while consumer behavior was measured using indicators of rewards, packaging, prestige, price, status symbols, influencer influence, self-confidence, and brand experimentation. Data were analyzed using validity, reliability, normality, linearity, simple linear regression, and t-tests via SPSS 25. The results indicate that the instrument is reliable, with a Cronbach’s Alpha of 0.796 for the content marketing variable and 0.849 for the consumer behavior variable. The normality test yielded an Asymp. Sig. value of 0.200, while the linearity test showed a deviation from linearity of 0.067. The regression results produced the equation Y = 14.431 + 1.153X, with a calculated t-value of 6.382, which is greater than the critical t-value of 1.993 and a significance level of 0.000. These findings confirm that TikTok content marketing has a positive and significant impact on the consumption behavior of Generation Z. This study provides an empirical contribution to the development of digital marketing research based on the Stimulus-Organism-Response theory, as well as to the enhancement of digital and financial literacy among young consumers.]]>
