Influence of Tiktok Trends on the Buying Intentions of Gen-Zs

This study investigates the Buying Intentions of Generation Z, focusing on their engagement with TikTok and how trends on this platform influence their buying decisions. Employing a quantitative methodology, 123 Generation Z respondents were selected randomly and analyzed using SPSS, with an emphasis on mean values, frequency distributions, and descriptive-correlational methods. The research reveals that Generation Z frequently uses TikTok and generally finds satisfaction in its content related to products. Key influencers such as authenticity and trustworthiness strongly impact their purchasing choices through TikTok trends. While age groups exhibit significant differences in decision-making factors, gender distinctions were not observed. Factors like authenticity, social proof, and trendiness wield substantial influence over Generation Z’s perceptions of product information, trust levels, and entertainment value, crucially shaping their buying behaviors. These findings underscore the importance of understanding how social media platforms like TikTok serve as influential channels for young consumers, highlighting the nuanced interplay between content authenticity, social validation, and trend appeal in driving consumer preferences and purchasing decisions among Generation Z.