<![CDATA[The development of digital technology and the increasing use of social media have changed marketing strategies and consumer behavior, especially among Generation Z. TikTok is used as a strategic marketing medium based on persuasive short videos. Kahf products apply a storytelling marketing content strategy and celebrity endorsements on TikTok to build emotional closeness and increase consumer trust, so that purchasing decisions are increasingly influenced by the power of marketing narratives and the credibility of public figures. This study aims to analyze the influence of storytelling marketing content and celebrity endorsements on TikTok on Generation Z's purchasing decisions for Kahf products in Medan. The influence of these two independent variables is analyzed partially and simultaneously on purchasing decisions as the dependent variable. The research design used is quantitative research with an associative approach. The population in this study is Generation Z in Medan who have purchased Kahf products, with a sample size of 96 respondents selected using non-probability sampling with purposive sampling technique. Primary data was obtained through questionnaires, while secondary data was obtained through literature studies. The data analysis methods used included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and coefficient of determination tests processed using statistical analysis programs. The results of the study show that storytelling marketing (X1) and celebrity endorsement (X2) have a partial and simultaneous effect on the purchase decision (Y) of Kahf products among Generation Z in Medan. Based on the coefficient of determination test, the relationship between storytelling marketing (X1) and celebrity endorsement (X2) on the purchase decision (Y) has an R value of 0.853. Through the adjusted R square value, it is known that storytelling marketing (X1) and celebrity endorsement (X2) contribute 72.1% to the purchase decision (Y), while the remaining 27.9% is influenced by other variables not discussed in this study.]]>
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