Effect of Live Streaming and Content Marketing on Gen Z Skincare Purchases via Tiktok Shop

Abstract

The development of social media as a digital marketing tool has changed the way consumers, especially Generation Z, make purchasing decisions. TikTok Shop is one of the popular e-commerce platforms that uses live streaming and content marketing to drive purchase motivation, especially in the skincare product category. This study aims to determine the impact of live streaming and content marketing on the purchase of skin care products through the TikTok Shop platform (a case study of Generation Z in Babakan Village). In this study, a quantitative approach was used, supported by a survey. Questionnaires were distributed to 100 Generation Z respondents in Babakan Village who had purchased skin care products through the TikTok Shop. The data were analysed using multiple linear regression in SPSS. SPSS was used to test the partial and simultaneous effects of independent variables (live streaming and content marketing) on the dependent variable (purchase decision). The analysis shows that live streaming and content marketing strategies have a positive, significant impact on consumer purchase motivation, both partially and simultaneously. Live streaming offers an interactive experience that increases trust and purchase intent, while content marketing strategies influence perceptions and emotional attachment to products. These findings emphasise the importance of content-based marketing and live interaction strategies in influencing the purchasing behaviour of young consumers.