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Niken Wukirsari
Universitas Kristen Satya Wacana, Salatiga, Indonesia
Economics, Econometrics & Finance

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The Influence of TikTok Social Media Commerce Promotional Content and Viral Marketing on Buying Interest in Corkcicle Products with the Lifestyle of Gen Y Teenagers and Gen Z As Moderating Variables Niken Wukirsari; Albert Kriestian Adhi Nugraha
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6460

Abstract

This study aims to analyse the influence of TikTok social media commerce promotional content and viral marketing on Corkcicle product purchase interest among Gen Y and Gen Z teenagers. This study uses an online survey method with a sample of 100 respondents. The study results show that TikTok's social media commerce promotional content and viral marketing significantly affect Corkcicle's product purchase interest. The lifestyle of Gen Y and Gen Z teenagers acts as a moderating variable that strengthens this influence. This study contributes to digital marketing theory and provides strategic recommendations for business actors who use TikTok as a marketing channel.
Co-Authors Albert Kriestian Adhi Nugraha