Pengaruh Content Dan Influencer Marketing Terhadap Keputusan Belanja Produk Fashion Generasi Z Di Tiktok Shop: Studi Kasus Bandar Lampung

Abstract

This research aims to analyze the influence of content marketing and influencer marketing on generation Z fashion product shopping decisions on the TikTok Shop platform, with a case study in Bandar Lampung. Generation Z is a demographic group that has high involvement with digital technology and social media, so platforms like TikTok have become an important medium for marketing. A quantitative approach was used in this research with a survey method via a questionnaire distributed to 100 respondents who were TikTok Shop users in Bandar Lampung. Data were analyzed using the multiple linear regression method to test the influence of independent variables (content marketing and influencer marketing) on ​​the dependent variable (shopping decisions). The research results show that content marketing and influencer marketing have a positive and significant effect on shopping decisions. Interesting and relevant content marketing increases consumer interest and trust in the product, while influencer marketing strengthens brand credibility through personal influence. This study concludes that the integration of effective content marketing and influencer marketing strategies can increase fashion product shopping decisions in generation Z. This research provides practical implications for business actors to utilize social media as the main marketing tool and develop strategies that suit generation Z's preferences.