THE INFLUENCE OF GENERATION Z’S PURCHASING DECISION IN WATCHING MAKEUP HAUL VIDEOS ON TIKTOK

• Main Author: Sulthonah, Ulyma
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80949
• Institution: Institut Teknologi Bandung

Social media, particularly TikTok, has become pivotal for beauty brands. Leveraging the platform's content, brands stay current, outpace competitors, and broaden their audience. Digital advertising is now a primary focus for beauty firms navigating uncertainties, especially on TikTok. The platform's rise has popularized Makeup haul videos, impacting electronic word-of-mouth (eWOM). While past studies explored eWOM antecedents, none have delved into indicators specific to TikTok makeup haul videos. Preliminary researcher interviews highlighted aspects disliked by respondents and brands' challenges in assessing the platform's sales conversion rate. This research aims to identify elements in TikTok makeup haul videos influencing Generation Z purchasing decisions, emphasizing the platform's largest audience. Combining qualitative methods (semi-structured interviews) and quantitative methods (online surveys), the study focused on Generation Z respondents who viewed TikTok makeup haul videos and made at least one makeup purchase in the past year. Interview data, analyzed using open coding, identified six influencing elements: argument quality, source reliability, attractiveness, perception, style, and strong TikTok interaction. PLS-SEM analysis of survey data revealed that TikTok makeup haul videos impact source attractiveness and high TikTok engagement, mediated by intention to use, ultimately driving purchasing decisions. These findings illuminate variables and effectiveness of TikTok makeup haul videos in influencing Generation Z's buying choices, providing insights to enhance sales.