The Influence of Content Marketing, Live Streaming, and eWOM on Gen Z Purchase Intention in TikTok Shop

Purpose – This study aims to examine and analyze the effects of content marketing, live streaming, and electronic word of mouth (e-WOM) on the purchase intention of potential Generation Z customers in Malang City toward TikTok Shop. Design/Methodology/Approach – This study employed an explanatory quantitative approach. A total of 100 respondents were selected using non-probability purposive sampling, based on the criteria of being born between 1997 and 2012, aged at least 18 years, domiciled in Malang City, knowledgeable about TikTok Shop, and intending to purchase products through the platform. Data were collected through an online questionnaire that had passed instrument testing. After satisfying the classical assumption tests, the data were analyzed using multiple linear regression with IBM SPSS Version 29.0. Findings – The findings indicate that content marketing, live streaming, and electronic word of mouth (e-WOM) each have a positive and significant effect on purchase intention among Generation Z consumers in Malang City toward TikTok Shop. Originality/Value – The study provides empirical evidence regarding the role of content marketing, live streaming, and e-WOM in shaping Generation Z’s purchase intention within the TikTok Shop context, particularly among consumers in Malang City. The findings offer practical value for digital marketers and sellers by highlighting the importance of developing engaging content, utilizing live-streaming features, and encouraging positive electronic word of mouth to strengthen consumers’ purchase intention.