THE INFLUENCE OF CONTENT MARKETING, LIFESTYLE, AND CONSUMER TRUST ON PURCHASE DECISIONS FOR ONLINE SHOPPING VIA TIKTOK SHOP

Abstract

Currently, advances in the internet have significantly changed the way humans live. Individuals who previously needed to transact in person can now do so easily via their mobile devices. Generation Z uses digital media more in their daily activities and likes content called micro-storytelling, which consists of short sentences and usually contains videos, such as those found on the Tiktok application. Several factors that can influence consumer purchasing decisions are content marketing, lifestyle and consumer trust. The aim of this research is to evaluate the influence of advertising content, lifestyle and customer beliefs on their decisions to purchase goods online at the TikTok Shop. The results of this research show that elements such as advertising content, lifestyle, and customer trust significantly influence the decisions buyers make when purchasing goods in the TikTok online store. It is hoped that the results of this research can help online businesses increase their sales targets through TikTok Shop