The Role of TikTok in Shaping Gen Z's Brand Loyalty and Consumer Behavior

Authors

  • Andri Catur Trissetianto Institut Teknologi dan Bisnis Dewantara, Bogor, Indonesia
  • Hapzi Ali Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/gmbr.v1i2.818

Keywords:

Social Media Marketing, TikTok, Management, Marketing, Brand Loyalty, Consumer Behavior

Abstract

This study explores the impact of TikTok on Generation Z's brand loyalty and consumer habits. With the rise of social media influencers and viral marketing campaigns on the platform, TikTok has become a powerful tool for brands to connect with younger consumers. By analyzing the content and engagement levels on TikTok, this research aims to uncover the ways in which the platform shapes Gen Z's purchasing decisions and brand preferences. Through surveys and interviews with Gen Z users, this study will also examine how TikTok influences their perceptions of authenticity and trustworthiness in brands. By understanding the role of TikTok in shaping consumer habits, marketers can better tailor their strategies to effectively reach and engage with this influential demographic. Ultimately, the findings of this research will provide valuable insights for brands looking to build long-lasting relationships with Gen Z consumers in the ever-evolving digital landscape.

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Published

2025-04-04

How to Cite

Trissetianto, A. C., & Ali, H. (2025). The Role of TikTok in Shaping Gen Z’s Brand Loyalty and Consumer Behavior. Greenation Management and Business Review, 1(2), 77–83. https://doi.org/10.38035/gmbr.v1i2.818

Issue

Vol. 1 No. 2 (2025): Greenation Management and Business Review (January 2025)

Section

Articles

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Copyright (c) 2025 Andri Catur Trissetianto, Hapzi Ali

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