Effectiveness of TikTok Marketing on Students’ Purchase Intention Towards Fashion Products

Nurazree Mahmud, A’irine Nasyirah Mohd Lokman, Nurnajwa Khairuddin, Nurul Nabilah Samsul, Siti Nasyitah Norazizan and Sofie Nazeha Saifuddin

Information Management and Business Review, 2024, vol. 16, issue 2, 198-204

Abstract: Social media platforms have a significant function in enabling marketers to engage with their audience in the current digital environment. TikTok has gained immense popularity, particularly among Generation Z, and has emerged as an effective marketing instrument. The objective of this study is to investigate the usefulness of TikTok marketing in influencing students' inclination to purchase fashion items. The researchers employed a quantitative methodology to administer a survey utilizing a questionnaire that evaluated three distinct factors, namely promotion, video quality, and time consumption, which have an impact on purchase intentions. This study employed a probability sampling method, namely simple random sampling, to target a group of final-year students. The sample size consisted of 120 respondents. The data were examined via SPSS, highlighting the reliability of both the independent and dependent variables. The study employed analytical approaches, including reliability analysis and multiple regression analysis. Based on the results of this study, two hypotheses, namely promotion and time consumption, were found to be accepted, whereas one hypothesis, video quality, was found to be rejected. This report is an essential resource for online retailers and marketers as the fashion industry goes through a digital transition. It assists them in selecting efficient channels for advertising their fashionable goods. Businesses looking to engage with this group in the ever-changing digital ecosystem may find it helpful to understand how TikTok marketing influences students' purchasing preferences.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:16:y:2024:i:2:p:198-204

DOI: 10.22610/imbr.v16i2(I)S.3779

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