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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Muhammad Rezki Atthani
Universitas Tazkia, Bogor
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Strategi Pemasaran pada Aplikasi Tiktok Terhadap Keputusan Belanja Online Generasi Z Wilayah Jabodetabek: Price, Content Marketing, Viral Marketing dan Live Streaming Shopping Muhammad Rezki Atthani; Achmad Syamsul Huda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.7682

Abstract

TikTok has evolved not only as a platform for entertainment and information but also as a marketing medium with great potential to reach a wide audience. This study aims to analyze the influence of price, content marketing, viral marketing, and live streaming shopping on the online purchasing decisions of Generation Z in the Jabodetabek area through the TikTok application. The research method used is a descriptive quantitative approach. The sampling technique employed is non-probability sampling, specifically purposive sampling. Using Hair's formula, a total of 210 respondents were obtained as the sample. Data was collected through the distribution of questionnaires using a 1–5 Likert scale to Generation Z individuals residing in Jabodetabek who are TikTok users and have previously made purchases through the platform. Data analysis was conducted using SEM-PLS, processed with SmartPLS 4 software. The results of the study indicate that the variables of price, content marketing, viral marketing, and live streaming shopping have a positive and significant influence on the online purchasing decisions of Generation Z in the Jabodetabek area through the TikTok application.
Co-Authors Achmad Syamsul Huda