Pengaruh Konten Visual, Deskripsi Produk Dan Konsep Diri Generasi Z Terhadap Perilaku Konsumtif Belanja Online Di Tiktok Shop

Abstract

Digitalization of commerce has taken root as an integral part of modern lifestyle, reflecting a significant transformation in the way people fulfill their needs through digital platforms. TikTok has become the most widely used platform by Generation Z. As a generation that grew up with the development of digital technology or known as digital natives, the internet has become an inseparable element in their daily lives. This study aims to (1) determine the effect of visual content on the consumer behavior of Generation Z in TikTok Shop. (2) To measure the effect of product descriptions on the consumer behavior of Generation Z in TikTok Shop. (3) To determine the effect of self-concept on the consumer behavior of Generation Z in TikTok Shop. Data were collected from 140 respondents. Data processing used the partial least square structural equation modeling (PLS-SEM) method. The results of this study indicate that visual content has a significant positive effect on consumer behavior, product descriptions have a significant positive effect on consumer behavior, self-concept has a significant positive effect on of consumer behavior.