THE INFLUENCE OF TIKTOK SOCIAL MEDIA CONTENT AND INFLUENCER MARKETING ON GENERATION Z'S PURCHASE DECISIONS IN MANADO

Abstract

This research examines the influence of TikTok Social Media Content and influencer marketing on the purchase decisions of Generation Z in Manado. As TikTok continues to dominate digital platforms among young audiences, businesses increasingly rely on influencers and short-form content to drive consumer behavior. TikTok content refers to user-generated videos that promote products in creative, engaging ways, while influencer marketing involves endorsements from trusted digital figures. This study applies a quantitative research method with data collected from Gen Z respondents through a structured questionnaire. The findings highlight how content authenticity, influencer credibility, and emotional engagement significantly shape Gen Z’s purchasing intentions. The results aim to provide actionable insights for marketers, content creators, and local businesses in Manado to design more effective digital marketing strategies that resonate with younger consumers.

Keywords: TikTok, Social Media Content, Influencer Marketing, Purchase Decision, Generation Z