Electronic Resource

Analisis Pengaruh Strategi Pemasaran pada Aplikasi Tiktok Terhadap Keputusan Belanja Online Generasi Z Wilayah Jabodetabek: price Content Marketing Viral Marketing dan Live Streaming Shopping

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"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."

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Detail Information

Series Title

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Call Number

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Publisher

Bogor : Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah., 2025

Collation

2043 – 2065

Language

Indonesia

ISBN/ISSN

NIM.2110101026

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

Volume 7 Nomor 7 (2025)

Subject(s)

Price
content marketing
viral marketing
Live Streaming Shopping
Online

Specific Detail Info

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Statement of Responsibility

Muhammad Rezki Atthan ; Achmad Syamsul Huda

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