TIKTOK INFLUENCE ON GENERATION Z PURCHASE INTENTION TOWARDS OFFLINE F&B BUSINESSES IN INDONESIA

• Main Author: Tarigan, Renalta
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57211
• Institution: Institut Teknologi Bandung

Covid-19 has brought major changes in people's buying behavior. The acceleration of technological development as well as the emergence of booming applications such as TikTok opens up wide opportunities that are in demand by business owners. It is important for these business owners to understand the most influential factors in TikTok as an application which is currently booming so that marketing strategies can be carried out as effectively and efficiently as possible. This research focuses on businesses in the culinary of Food & Beverages (F&B) sector, which is a large sector in Indonesia that is believed to be immune to the Covid-19 pandemic and is even predicted to develop rapidly as people's buying behavior changes that are influenced by technology. This study developed the theory of Buyer Behavior by (Howard and Sheth, 2001) as the basic theory in observing the behavior of the public and finding out the variables that are significantly proven as important factors in influencing buying intentions. The data in this study came from distributing a 7-Point Likert Scale online questionnaire filled out by 199 respondents from Generation Z who routinely use the TikTok application every day and have purchased culinary products that appear on TikTok at least once. The analysis was carried out using Structural Equation Modeling (SEM) through the statistical application of SPSS 26 and AMOS 26. This study found that Informational Based Content and E-WOM had a significant effect on Brand Attitude and Purchase Intention. Meanwhile, Recreational Based Content and Involvement with a Brand only have a significant effect on Brand Attitude. This study also found that Brand Attitude has a significant positive relationship with Purchase Intention and proven significant to be a mediating variable in this study.