<![CDATA[This study aims to identify and analyze the influence of content marketing, influencer marketing, and electronic word of mouth (e-wom) on purchasing decisions for Glad2Glow products on TikTok Shop among Generation Z in Bekasi Regency. This is a quantitative study using a sample of 108 respondents obtained through non-probability sampling with a purposive sampling technique. Primary data were collected using a questionnaire and analyzed using multiple linear regression with the assistance of SPSS version 26. The results of the partial t-test indicate that content marketing has a positive and significant effect on purchasing decisions (t-count 3.557 > t-table 1.983), influencer marketing has a positive and significant effect (t-count 3.086 > t-table 1.983), and electronic word of mouth has a positive and significant effect (t-count 3.807 > t-table 1.983). The simultaneous F-test shows that content marketing, influencer marketing, and electronic word of mouth jointly have a positive and significant effect on purchasing decisions, with an F-count of 41.506 greater than the F-table of 2.69, and an adjusted R² of 0.532, indicating that the three independent variables explain 53.2% of the variation in purchasing decisions. These findings imply that beauty brands marketed through social commerce platforms need to simultaneously strengthen informative content, credible influencer collaboration, and positive consumer reviews to drive purchasing decisions among Generation Z consumers.]]>
Copyrights © 2026
