THE IMPACT OF MARKETING ON TIKTOK : A STUDY ON CONSUMER BUYING BEHAVIOUR IN FASHION INDUSTRY IN INDONESIA

• Main Author: Kamila Windayana, Rasikha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68141
• Institution: Institut Teknologi Bandung

With the ever-changing environment and trends, social media now has a greater impact on its users than it has ever had. Many individuals may use Instagram, Facebook, Twitter, YouTube, and other social media sites to market their businesses. However, over the past two years, there has been an app called TikTok that Generation Z has used to express their ideas. This research aimed to show how TikTok has influenced the customer’s buying behaviour and determine whether marketing on TikTok has been successful in reaching the target audience by gathering information from previous studies and conducting a quantitative questionnaire survey. Three main factors on consumer buying behaviour were focused in this research, which are the Preferred contents on TikTok, TikTok Influencers, and Brand Awareness on TikTok. Future research can focus on different types of company industries that have been using TikTok to see how the programme has helped and affected them. Furthermore, the current study focuses on a specific group, Generation Z that lives in Indonesia. This opens up the possibility of conducting research with a larger sample size, a broader age range, or a new generation to see if the same patterns of responses and attitudes may be detected regarding TikTok video commercials. More components and dimensions can also be examined in the future studies as the platform grows and is used in marketing activities, in order to make the platform more effective in attracting consumers' attention, awareness, and recognition.