The Influence of Content Marketing, Electronic Word of Mouth , and Product Quality on Luxcrime Makeup Product Purchase Decisions on the TikTok Application (Case Study of Generation Z in Batam Island)

Abstract

This study aims to analyze the influence of content marketing , electronic word of mouth , and product quality on purchasing decisions for Luxcrime makeup products on the TikTok application among Generation Z. Purchasing decisions are a crucial factor for the sustainability of local cosmetic brands amidst intense digital competition, especially in the digital native consumer segment. This study uses a quantitative approach with a survey method. Data were collected through questionnaires from 100 Generation Z respondents on Batam Island who were selected using a purposive sampling technique. Data analysis was carried out using the classical assumption test, multiple linear regression, partial test (t), and simultaneous test (F) with the help of SPSS software. The results of the study show that partially, content marketing has a positive and significant effect on purchasing decisions (β = 0.310; t = 3.148; sig. = 0.002). Electronic word of mouth has a positive and significant effect on purchasing decisions (β = 0.519; t = 3.485; sig. = 0.001). Product quality also has a positive and significant effect on purchasing decisions (β = 0.458; t = 3.083; sig. = 0.003). Simultaneously, content marketing , electronic word of mouth , and product quality have a significant effect on purchasing decisions for Luxcrime products (F = 44.060; sig. = 0.000). The coefficient of determination (Adjusted R Square) value of 0.566 indicates that 56.6% of the variation in purchasing decisions can be explained by these three independent variables, while the remaining 43.4% is influenced by other factors outside the research model. These findings prove that informative content strategies, positive consumer review management, and consistent product quality are key factors in driving purchasing decisions among Generation Z on the TikTok platform. The results of this study are expected to be a basis for Luxcrime management in optimizing digital marketing strategies and product development in accordance with market expectations.