Perilaku Konsumtif Generasi Z dalam Paparan Content Marketing TikTok
-
Muhammad Rifqi Lubis
*
Universitas PGRI Adi Buana, Surabaya,
Indonesia
- Aji Prasetyo Universitas PGRI Adi Buana, Surabaya, Indonesia
Abstract
This study aims to analyze the influence of TikTok content marketing on Generation Z’s consumer behavior. The research problem stems from the increasing exposure to digital marketing content that has the potential to drive purchases through trends, product visualizations, and algorithmic recommendations. This study employs an explanatory quantitative approach, distributing a questionnaire to 300 Generation Z respondents who actively use TikTok; the sample for analysis was determined using the Slovin formula, resulting in 75 respondents as the study sample. Content marketing variables were measured using indicators of relevance, accuracy, value, ease of understanding, ease of discovery, and consistency, while consumer behavior was measured using indicators of rewards, packaging, prestige, price, status symbols, influencer influence, self-confidence, and brand experimentation. Data were analyzed using validity, reliability, normality, linearity, simple linear regression, and t-tests via SPSS 25. The results indicate that the instrument is reliable, with a Cronbach’s Alpha of 0.796 for the content marketing variable and 0.849 for the consumer behavior variable. The normality test yielded an Asymp. Sig. value of 0.200, while the linearity test showed a deviation from linearity of 0.067. The regression results produced the equation Y = 14.431 + 1.153X, with a calculated t-value of 6.382, which is greater than the critical t-value of 1.993 and a significance level of 0.000. These findings confirm that TikTok content marketing has a positive and significant impact on the consumption behavior of Generation Z. This study provides an empirical contribution to the development of digital marketing research based on the Stimulus-Organism-Response theory, as well as to the enhancement of digital and financial literacy among young consumers.
References
Adha, H. N., Ahmad, S. R., Zalzabilah, U. S., Annisa, N. N., & Husain, F. (2025). Pengaruh Konten Tiktok Terhadap Perilaku Konsumtif Mahasiswa Generasi Z Di Era Digital. Neraca Manajemen Ekonomi, 17(1). https://doi.org/10.8734/mnmae.v1i2.359
Aminollah, M. (2023). Pengaruh Reward dan Punishment Terhadap Kinerja Pegawai Pada Dinas Pendidikan Kabupaten Mojokerto [Universitas Muhammadiyah Surabaya]. https://repository.um-surabaya.ac.id/id/eprint/8753
Gao, P., Zeng, Y., & Cheng, Y. (2022). The Formation Mechanism of Impulse Buying in Short Video Scenario: Perspectives From Presence and Customer Inspiration. Frontiers in Psychology, 13, 870635. https://doi.org/10.3389/fpsyg.2022.870635
Hunaifi, N., Mauliana, P., Firmansyah, R., Komalasari, Y., Sulastriningsih, R. D., & Dewi, S. W. K. (2024). Dampak Media Sosial terhadap Perilaku Konsumtif Remaja di Era Digital. Tabsyir: Jurnal Dakwah Dan Sosial Humaniora, 5(3), 161–174. https://doi.org/10.59059/tabsyir.v5i3.1412
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231172678
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. https://doi.org/10.1016/j.joitmc.2024.100256
Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241
Mu, W., & Yi, Y. (2024). The impact of characteristic factors of the direct-to-consumer marketing model on consumer loyalty in the digital intermediary era. Frontiers in Psychology, 15, 1–19. https://doi.org/10.3389/fpsyg.2024.1347588
Nainggolan, H. (2022). Pengaruh Literasi Keuangan, Kontrol Diri, dan Penggunaan E-Money Terhadap Perilaku Konsumtif Pekerja Produksi PT Pertamina Balikpapan. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 810–826. https://doi.org/10.36778/jesya.v5i1.574
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh Content Marketing, Viral Marketing dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. ECOBISMA (Jurnal Ekonomi, Bisnis, Dan Manajemen), 10(2). https://doi.org/10.36987/ecobi.v10i2
Putri, M. S. (2023). Pengaruh Content Marketing Tiktok Terhadap Perilaku Konsumtif Belanja pada Mahasiswa/i Fakultas Ekonomi dan Bisnis Islam IAIN Manado [IAIN MANADO]. https://repository.iain-manado.ac.id/1897/1/DISTRIBUSI%20skripsi%20maharani.pdf
Ramadan, S. B., Fr, D. A., Basukiyatno, & Nafiati, D. A. (2025). Pengaruh E-Commerce di Era Digital Terhadap Pola Konsumsi Mahasiswa Universitas Pancasakti Tegal. Jurnal Pendidikan Ekonomi Undiksha, 17(2), 516–522. https://doi.org/10.23887/jjpe.v17
Riyanto, G. P., & Pratomo, Y. (2024, October 25). Indonesia Pengguna TikTok Terbesar di Dunia, Tembus 157 Juta Kalahkan AS. Kompas.Com. https://tekno.kompas.com/read/2024/10/25/15020057/indonesia-pengguna-tiktok-terbesar-di-dunia-tembus-157-juta-kalahkan-as
Sasikirana, I. D. V., Dewi, A. S., Khayzuran, Q. A., Firdausy, S. P., & Radianto, D. O. (2024). Strategi Pemasaran Digital Yang Efektif Untuk Meningkatkan Daya Saing Perusahaan di Era Digital. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(2), 166–177. https://doi.org/10.58192/profit.v3i2.2092
Setianingrum, H. W., Bisri, Fitra, S., & Widyastuti, T. (2024). Manajemen Pemasaran Di Era Digital : Tantangan Dan Harapan. INNOVATIVE: Journal Of Social Science Research, 4(6).
Siallagan, A. M., Derang, I., & Nazara, P. G. (2021). Hubungan Kontrol Diri Dengan Perilaku Konsumtif Pada Mahasiswa Di Stikes Santa Elisabeth Medan. Jurnal Darma Agung Husada, 8(1).
Somsom, S., Alamanda, R., Maharani, D., Ruhamafillah, S., Jannah, I. C. C., & Arum, D. P. (2024). Pengaruh E-Commerce terhadap Perilaku Konsumtif Mahasiswa di Era Digital. Multidiciplinary Scientifict Journal, 2(11).
Tumangger, E. M. K., & Munthe, S. (2025). The Influence of TikTok’s For You Page And Lifestyle on Impulsive Buying Decisions of Clothing Products Among Generation Z (Digital Business Students at Universitas Negeri Medan 2021-2022). Economic: Journal Economic and Business, 4(4), 643–649. https://doi.org/https://doi.org/10.56495/ejeb.v4i4.1276
Wulandari, R. C., Suharso, P., & Mardiyana, L. O. (2023). Pengaruh Social Media Marketing Tiktok Terhadap Perilaku Konsumtif Mahasiswa. Jurnal Ekonomi, Akuntansi Dan Manajemen, Unika, 3(2), 2023. https://journal.uniku.ac.id/index.php/jeam
Wulandari, S., Zahiroh, M., Maknunah, L., & Halizah, S. N. (2025). Peran Konten TikTok dalam Mengembangkan Branding sebagai Media Bisnis Digital yang Berprofitabilitas. Journal of Science and Education Research, 4(1), 71–78. https://doi.org/10.62759/jser.v4i1.175
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Yoga, M. S. P., Muhtadi, A. S., & Dulwahab, E. (2021). Pemanfaatan Tiktok Sebagai Media Informasi Media Massa. ANNABA : Jurnal Ilmu Jurnalistik, 6(1), 57–78. https://doi.org/https://journal.uinsgd.ac.id/index.php/annaba
Yunita, D., Widad, A., Diah, Y. M., & Farla, W. (2021). Pembuatan Content Marketing sebagai Strategi Menumbuhkan Brand Awareness bagi Pelaku Usaha di Era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 89–96. https://doi.org/10.29259/jscs.v2i2.38
Copyright (c) 2026 Muhammad Rifqi Lubis, Aji Prasetyo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
