PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP PERILAKU KONSUMTIF GEN Z DI TASIKMALAYA

    Aulia Indah Permata Sari Romadhona Putri, - and Dede Kurnia, - and Nizza Nadya Rachmani, - (2025) PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP PERILAKU KONSUMTIF GEN Z DI TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan menganalisis pengaruh Social Media Marketing TikTok terhadap perilaku konsumtif Generasi Z di Kota Tasikmalaya. Latar belakang penelitian didasari meningkatnya penggunaan TikTok sebagai media pemasaran digital yang dinilai efektif membentuk pola konsumsi generasi muda. Populasi penelitian adalah Generasi Z yang berdomisili di Kota Tasikmalaya dengan jumlah 203,737 jiwa, sedangkan sampel sebanyak 100 responden ditentukan menggunakan teknik accidental sampling melalui perhitungan Slovin. Data dikumpulkan menggunakan kuesioner daring dan dianalisis dengan regresi linear sederhana menggunakan SPSS setelah instrumen dinyatakan valid dan reliabel. Hasil penelitian menunjukkan Social Media Marketing TikTok berpengaruh positif dan signifikan terhadap perilaku konsumtif Gen Z dengan kontribusi pengaruh sebesar 58% . Hal ini berarti Social Media Marketing memiliki peran kuat dalam menjelaskan kecenderungan perilaku konsumtif, sementara 42% sisanya dipengaruhi oleh faktor lain di luar penelitian. Temuan ini menegaskan bahwa TikTok tidak hanya berfungsi sebagai platform hiburan, tetapi juga menjadi media pemasaran yang efektif dalam membentuk pola konsumsi generasi muda. Penelitian ini diharapkan berkontribusi dalam pengembangan strategi pemasaran digital sekaligus mendorong peningkatan literasi keuangan generasi muda This study aims to analyze the influence of TikTok social media marketing on the consumer behavior of Generation Z in Tasikmalaya City. The background of the study is based on the increasing use of TikTok as a digital marketing medium that is considered effective in shaping the consumption patterns of the younger generation. The study population was Generation Z domiciled in Tasikmalaya City with a total of 203,737 people, while a sample of 100 respondents was determined using an accidental sampling technique through Slovin calculations. Data were collected using an online questionnaire and analyzed with simple linear regression using SPSS after the instrument was declared valid and reliable. The results showed that TikTok social media marketing had a positive and significant influence on the consumer behavior of Gen Z with a contribution of 58%. This means that social media marketing has a strong role in explaining consumer behavior tendencies, while the remaining 42% is influenced by other factors outside the study. These findings confirm that TikTok does not only function as an entertainment platform, but also an effective marketing medium in shaping the consumption patterns of the younger generation. This research is expected to contribute to the development of digital marketing strategies while encouraging increased financial literacy of the younger generation.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=zOZmUB8AAAAJ&hl=id&authuser=4 ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Nizza Nadya Rachmani: 6746169
    Uncontrolled Keywords: Gen Z, Perilaku Konsumtif, Social Media Marketing, Tasikmalaya dan TikTok Consumer Behavior, Gen Z, Social Media Marketing, Tasikmalaya, and TikTok
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Aulia Indah Permata Sari Romadhona Putri
    Date Deposited: 25 Oct 2025 02:51
    Last Modified: 25 Oct 2025 02:51
    URI: http://repository.upi.edu/id/eprint/143498

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