THE INFLUENCE OF PRODUCT QUALITY FREQUENCY OF VISIT AND CONTENT MARKETING ON TIKTOK APPLICATION TOWARDS IMPULSIVE BUYING ON GENERATION Z IN NORTH MINAHASA REGENCY

Abstract

This study aims to analyze the simultaneous and partial influence of Product Quality, Frequency of Visit, and Content Marketing on the TikTok application toward Impulsive Buying among Generation Z in North Minahasa Regency. Utilizing a descriptive quantitative research approach, empirical data was gathered from 100 Generation Z TikTok Shop users aged 14–29 years residing in North Minahasa Regency. Analytical techniques included instrument testing (validity and reliability), classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, F-test, t-test, and the coefficient of determination (R²). The empirical findings indicate that: 1) Product Quality partially has a positive and significant effect on impulsive buying; 2) Frequency of Visit partially has a positive and significant effect on impulsive buying; 3) Content Marketing partially has a positive and significant effect on impulsive buying; and 4) Product Quality, Frequency of Visit, and Content Marketing simultaneously have a positive and significant effect on impulsive buying. Business practitioners are encouraged to optimize creative visual storytelling and maintain product excellence, while young consumers should foster mindful purchasing behavior.

Keywords: Product Quality, Frequency of Visit, Content Marketing, Impulsive Buying, TikTok Shop, Generation Z.