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Journal : Journal of Innovative and Creativity

Peran Tiktok Dalam Membentuk Loyalitas Merek Dan Perilaku Konsumen Generasi Z Makatita, Stevie Angel Feronica; Iswadi, Iswadi
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2096

Abstract

This study aims to examine the role of TikTok as a platform in shaping brand loyalty and influencing the consumer behavior of Generation Z. Using a descriptive qualitative approach and exploratory case study method, the research analyzes communication strategies of three popular brands—Scarlett Whitening, Tokopedia, and Emina—actively utilizing TikTok. Data collection involved digital content observation, in-depth interviews with ten Generation Z informants, and literature review. The findings reveal that authentic, interactive, and community-based content such as hashtag challenges, user-generated content, and live streaming are effective in fostering emotional attachment and long-term brand loyalty. TikTok also serves as a key source of product information and enables the formation of digital communities that strengthen consumer identity. The study affirms that TikTok has evolved from an entertainment app into a strategic communication channel crucial for engaging and retaining the digital-native youth audience.
Co-Authors Abdurrahman, Faisal Alaby, Muhammad Awin Alfarizi, Reza Ali Sarong Andi Ulfa Tenri Pada Asbar, Yuli Asep Marzuki Asiah Asiah Axnesia Ike Rianto Bukman Lian, Bukman Cut Intan Evtia Nurina Desi Ratnasari Devi Syafrianti Devi Syafrianti Dewi Andayani Erman Anom Erman Anom Erman Anom Fachmi Tamzil FAISAL ABDURRAHMAN Fajarina, Nadiya Fitria, Humairah Furkan, Nuril Ghina Amirah Mulyani Hafnati Rahmatan Hanafi, Beni Putra Hapudin, Muhammad Soleh Harefa, Faonaso Haryati Haryati Hasanuddin Hasanuddin Hasanuddin Hasanuddin Hendra Yulisman Herwani . Ida Sartika Ikhtiyaruddin Iriansyah, Herinto Sidik Irwandi Irwandi Iskandar, Kaisah Ghufrani Ismul Huda Khairil Khairil Khairil Khairil Khairul Mubarak linus, linus Luh Putu Ratna Sundari Machyudin Agung Harahap Mahdaliana, Mahdaliana Makatita, Stevie Angel Feronica Malahayati Malahayati Mardamsyah, Adam Marlina Marlina Matda Yunartha Millina Aprilla Mimie Saputri Muhibbuddin Muhibbuddin Muhyatun, Muhyatun Mutammimul Ula Nabila Rizka Anisa Nita, Erlija Nur , Yanti Rahmi Nur Rahmah Nurul yana, Nurul yana Oktavia, Cyndi Ayu OTHMAN OMAR Othman Omar, Othman Ramadhan, Ashri Razif, Razif Rifaren , Surya Rivan Rinaldi S. Harahap, Arifin Safrida Safrida Safrida Safrida Samingan Samingan Samsuar Samsuar Sari, Sarlina Saridin, Rasman Bin Simah Bengi Simbolon, Mardiana Soejono, Sri Rosmalina Supriatno Supriatno Suryani Suryani Susanti, Tristiani Syafriwaldi, Syafriwaldi Talaumbauna, Otto Sariani Taufik, Robby M. Tri Yuliani, Tri Ulya Amirah Ummanah Ummanah, Ummanah W Wardiah Wardiah Wardiah Wiwit Artika Yaumil Istiqlal M. Nur Yuli Heirina Hamid, Yuli Heirina Yulisda, Desvina Yunita, Jasrida Yusari, Nur Indah Yusman, Faisal Yusra Iriyanti Handayani Zahra, Badri Aulia Zainal Fadri