PENGARUH ONLINE CUSTOMER REVIEW DAN CONTENT MARKETINIG TERHADAP MINAT BELI SEPATU BATA DI TIKTOK SHOP PADA GENERASI Z DI SURABAYA

The shift to digital has resulted in notable shifts in consumer behavior. Having grown up in the digital era, Generation Z is more likely to use online evaluations and content marketing when making selections about what to buy. Based on this phenomenon, the purpose of this study is to investigate how Generation Z's interest in buying Bata shoes in Surabaya is influenced by online customer reviews and content marketing. Data for this study, which combined a quantitative technique with a survey method, came from 100 active TikTok users in Surabaya. The data was analyzed using the Partial Least Squares (PLS) approach. The findings demonstrated that content marketing and online customer reviews both considerably and favorably increased purchase interest, partially and simultaneously. These results highlight the importance for businesses to improve the quality of their digital content while monitoring customer feedback as part of their marketing plans to attract Generation Z.