EXAMINING MULTI-FACTOR MARKETING DYNAMICS ON CONSUMER PURCHASE INTENTION: A TIKTOK SHOP ANALYSIS
Keywords:
Content Marketing, Special Holiday Promotions, Influencer Marketing, Viral Marketing, LivestreamingAbstract
This study investigates the impact of multiple content marketing strategies—including content quality, special holiday promotions, influencer marketing, viral marketing, and livestreaming—on consumer purchase intention within social media platforms, focusing on Generation Z consumers in digital business markets. Social media represents a pivotal channel for digital commerce, where innovative marketing approaches that integrate diverse elements can significantly enhance consumer engagement. Despite growing interest in individual marketing tactics, a comprehensive examination of their combined influence on purchase intention remains underexplored. Employing a quantitative correlational research design, data were collected from a purposive sample of 100 Generation Z consumers through a structured questionnaire utilizing a five-point Likert scale. All statistical analyses were conducted using IBM SPSS Statistics version 26, including validity testing where item-total correlations exceeded the critical value of r = 0.195, reliability assessment with Cronbach’s Alpha values above 0.70, and verification of classical assumptions such as normality, heteroscedasticity, and multicollinearity. Multiple linear regression analysis revealed that content quality (t = 5.10, p < 0.001), influencer marketing (t = 4.20, p < 0.001), and viral marketing (t = 3.50, p = 0.001) exerted statistically significant positive effects on purchase intention, while special holiday promotions (t = 1.85, p = 0.07) and livestreaming (t = 1.65, p = 0.10) showed positive but nonsignificant relationships. The overall model was highly significant (F = 22.45 > F-table 2.31, p < 0.001), explaining 65% of the variance in purchase intention. Theoretically, this research advances social commerce literature by integrating multiple marketing dimensions within a unified framework and provides unique insights into Generation Z consumers’ digital purchasing behaviors. Practically, the findings offer actionable guidance for digital businesses to optimize content marketing strategies, emphasizing the importance of quality content and influencer collaborations. This study establishes a foundation for future research to further explore complex marketing interactions in evolving digital contexts. Keywords: content marketing, purchase intention, social media marketing, influencer marketing, viral marketing, Generation Z, digital business, consumer engagementReferences
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