<![CDATA[This study aims to analyze the influence of content marketing and influencers on generation Z's online buying interest in motorcycle spare parts products on the TikTok platform. Using a quantitative descriptive method with survey techniques, the study involved 200 respondents of generation Z TikTok users who had purchased motorcycle spare parts products through purposive sampling. Data was collected using an online questionnaire with a Likert scale and analyzed using SPSS. The results showed that all variables were valid and reliable with normally distributed data. Multiple regression analysis resulted in the equation Y = 8.837 + 0.220X1 + 0.515X2, showing content marketing (t = 5.632; sig = 0.000) and influencers (t = 7.148; sig = 0.000) have a significant positive effect on online purchase intention. The F test shows Fcount = 154.877> Ftable = 3.04 with a significance of 0.000, proving that both variables simultaneously have a significant effect. The coefficient of determination of 0.611 shows content marketing and influencers explain 61.1% of the variation in online purchase intention, with a strong correlation of content marketing (r = 0.714) and influencers (r = 0.741). The findings confirm digital marketing strategies through content marketing and influencer marketing are effective in increasing Generation Z's online purchase intention on motorcycle spare parts products on the TikTok platform.]]>
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