The Influence Of Content Marketing, Influencer Marketing, And Price Discount On Purchasing Decisions At Tiktok Shop For Generation Z In Bengkulu City
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: The purpose of this study was to determine whether Content Marketing, Influencer Marketing and Price Discount affect purchasing decisions at Tiktok Shop for Generation Z in Bengkulu City. The method used in this research is quantitative method. Data was collected through a questionnaire using google form. The sample in this study were 150 respondents of all Generation Z consumers in Bengkulu City who have shopped at Tiktok Shop with an age range of 12 - 27 years. And the data is processed using SmartPLS 4 software. The results of this study indicate that the variables Content Marketing, Influencer Marketing, and Price Discount are proven to have a significant effect on purchasing decisions at Tiktok Shop for Generation Z in Bengkulu City with a T-Statistic value> 1.96 and a P-Value <0.05. The R-Square result is 0.708 or 70.8%. This shows that Content Marketing, Influencer Marketing, and Price discount affect purchasing decisions by 70.8%, while 29.2% is influenced by other factors not examined. Content Marketing, Influencer Marketing, and Price Discount together have an influence on purchasing decisions with a value of Fcount> Ftable (114.64 > 2.67).
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408274102