Tiktok Marketing as a Digital Branding Strategy in Response to change in Generation Z Consumer Behavior
DOI:
https://doi.org/10.54065/jss.6.2.2026.1032Keywords:
Tiktok Marketing, Digital Branding, Generation Z, Influencer TrustAbstract
The development of digital technology has transformed marketing strategies toward experience-based digital branding, with TikTok emerging as a dominant platform among Generation Z. In Indonesia, the large population of Generation Z makes TikTok a strategic medium for digital marketing through influencer collaborations, viral challenges, and user-generated content. However, existing studies largely focus on quantitative indicators and provide limited insight into consumers’ subjective experiences.This study aims to explore how Generation Z interprets and responds to TikTok marketing strategies as a form of digital branding. A qualitative phenomenological approach was employed by conducting in-depth interviews with 10–15 Generation Z informants aged 18–25 who actively use TikTok and engage with brand content, supported by non-participant observation. Data were analyzed using thematic analysis. The findings indicate that TikTok marketing significantly influences Generation Z’s consumption behavior, particularly through viral content and influencer trust. High levels of engagement enhance brand awareness and emotional attachment, while repeated exposure to trends encourages impulse buying and consumption as a form of social identity. These results highlight TikTok’s effectiveness as a digital branding platform and offer practical implications for brands and MSMEs in developing authentic and engaging marketing strategies.
References
Ardani, S. P., & Harahap, W. L. (2024). Strategi Konten Kreatif Untuk Meningkatkan Engagement Umkm Di Social Media. Jurnal Rupa Matra, 2(2), 136–143. https://doi.org/10.62375/jdkv.v2i2.228
Aulia, H., Mu’arrif, Z. I., & Sumanti, E. (2024). Perbandingan Model Promosi pada Platform Facebook, Instagram, dan Tiktok terhadap Keputusan Pembelian berdasarkan model AISAS. Ekonomis: Journal of Economics and Business, 8(2), 1414. https://doi.org/10.33087/ekonomis.v8i2.1818
Cahyaningrum, T., Saputri, D. Z., Amelia, D. I., & Aryanti, L. F. (2025). Faktor-Faktor Konten Belanja Tiktok Yang Mempengaruhi Perilaku Konsumtif Generasi Z. Journal Social Society, 5(1), 613–623. https://doi.org/10.54065/jss.5.1.2025.727
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Databoks. (2023). Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna TikTok Terbanyak di Dunia pada Awal 2023. Databoks. https://databoks.katadata.co.id/media/statistik/466c6a6ff70d832/indonesia-sabet-posisi-kedua-sebagai-negara-pengguna-tiktok-terbanyak-di-dunia-pada-awal-2023
Devina, D., Purwanti, S., Sucipta, J. A. W., & Kristian, D. (2025). Persepsi Generasi Z terhadap Fitur Shopee Live yang Mendorong Perilaku Pembelian Impulsif Saat Berbelanja di E-Commerce Shopee. Jurnal Sosial Teknologi, 5(6), 1946–1965. https://doi.org/10.59188/jurnalsostech.v5i6.32223
Enola, H., Hutasoit, L., & Hidayat, A. (2025). Pembuatan Konten Tiktok Terhadap Brand Awareness Voir Studio Dengan Menggunakan Tiktok Analytics. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(2), 6644–6654. https://doi.org/10.31004/riggs.v4i2.1691
Garut, A. G., & Olanda, A. (2025). Pengaruh Influencer Endorsement dan Brand Image terhadap Minat Beli Produk Xl Prabayar di Kota Surabaya dengan Brand Trust sebagai Variabel Mediasi. Ekonomis: Journal of Economics and Business, 9(1), 75. https://doi.org/10.33087/ekonomis.v9i1.2011
Hernawati, R., Manek, A. M., & Sasea, T. (2025). Peran Literasi Digital Dalam Memoderasi Pengaruh Doom Spending, Doom Scroling Dan Fear of Missing Out Terhadap Perilaku Pengelolaan Keuangan Generasi Z Di Kota Kupang. Among Makarti, 18(1), 41. https://doi.org/10.52353/ama.v18i1.827
Hidayat, C. S. S., Hidayat, A. M., Widodo, A., & Rubiyanti, N. (2025). The Influence of User-Generated Content (UGC) on Generation Z Purchase Decisions on E-Commerce Platforms. Formosa Journal of Applied Sciences, 4(6), 1537–1552. https://doi.org/10.55927/fjas.v4i6.161
Irrawati, M. D., & Isa, M. (2025). Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 275–288. https://doi.org/10.35912/sakman.v4i2.3770
Kallio, H., Pietilä, A., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: developing a framework for a qualitative semi?structured interview guide. Journal of Advanced Nursing, 72(12), 2954–2965. https://doi.org/10.1111/jan.13031
Kirana, R. C., Astuti, S., & Ramli, M. (2025). Pengaruh Media Sosial Terhadap Perilaku Konsumen Generasi Z Dalam Pembelian Produk Fashion. Digital Business Insights Journal, 1(1), 58–67. https://doi.org/10.32520/bidi.v1i1.4049
Lubis, O. R. (2025). Persepsi Dan Preferensi Generasi Z Terhadap Konten Pemasaran TikTok?: Analisis Tematik Konten Kreator Lokal. Jurnal Administrasi Bisnis Modern (JABM), 1(2), 243–254. https://doi.org/10.51622/jabm.v1i2.2898
Maharani, D. Y., Mulyati, D. J., & Mulyati, A. (2025). Pengaruh Sosial Media Marketing, Electronic Word of Mouth, dan Potongan Harga Terhadap Impulse Buying Produk Hijab Lafiye Pada Aplikasi TikTok. Journal Social Society, 5(1), 490–501. https://doi.org/10.54065/jss.5.1.2025.726
Makdum, T. P., Adellia, R., & Azzahra, Y. (2024). Persepsi Mahasiswa Ilmu Komunikasi UNESA Terhadap Platform Tiktok. Prosding Seminar Nasional Ilmu Ilmu SOsial (SNIIS), 3(1), 305–319.
Nathaneil, K. (2025). Pengaruh Storyytelling Terhadap Identitas merek dan Keterlibatan Konsumen di Platform Digital. GEMAH RIPAH: Jurnal Bisnis, 5(3), 150–167. https://doi.org/10.55382/jurnalpustakaaktiva.v5i1.823
Ohara, M. R., Albeta, F. R., Karneli, O., Aprilla, V. R., & Firmansyah, F. (2025). Psikologi Konsumen dalam Era Digital: Analisis Literatur tentang Peran Emosi dalam Digital Advertising dan Brand Attachment. Jurnal Minfo Polgan, 14(1), 18–27. https://doi.org/10.33395/jmp.v14i1.14564
Putri, J. D., M. Randhika Priyatna, M. Naufal Empy, Fathoni Yusuf, & Fadhli Suko Wiryanto4. (2023). Akad E-Commerce Jual Beli Online Ditinjau dari Kompilasi Hukum Ekonomi Syariah. Al - Muamalat: Jurnal Hukum Dan Ekonomi Syariah, 8(1), 43–59. https://doi.org/10.32505/muamalat.v8i1.5193
Siregar, A. K., & Diniati, A. (2025). Pengaruh User Generated Content TikTok terhadap Brand Awareness Somethinc pada Generasi Z. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 24(1), 1–14. https://doi.org/10.32509/wacana.v24i1.3750
Sitompul, D. P., Sitorus, Y., Sibuea, E. G. B., & Elsi, S. D. (2024). Peran Media Sosial Dalam Mempengaruhi Perilaku Pemilih Pemula. Journal of Law, Administration, and Social Science, 4(5), 767–775. https://doi.org/10.54957/jolas.v4i5.888
Siwu, T., Rengkung, S., Lolowang, M., Legi, E., & Ombuh, I. W. (2025). Implementasi Digital Marketing Pada Instragram Sebagai Faktor Keberhasilan Media Promosi Glad2Glow. ACADEMIA: Jurnal Inovasi Riset Akademik, 5(2), 139–149. https://doi.org/10.51878/academia.v5i2.5468
Sularno, M. (2021). Strategi Digital Marketing melalui Media Sosial untuk Meningkatkan Brand Awareness. Jurnal Manajemen Pemasaran, 8, 89–99. https://doi.org/10.46975/pq81ef55
Wibowo, W., & Ayuningtyas, F. (2024). Generasi Z sebagai Konsumen Masa Depan: Karakteristik, Preferensi, dan Tantangan Baru. Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi), 5(2), 90–99. https://doi.org/10.32897/buanakomunikasi.2024.5.2.3937
Wijaya, O. (2023). E-Commerce: Perkembangan, Tren, dan Peraturan Perundang-Undangan. E-Bisnis?: Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 41–47. https://doi.org/10.51903/e-bisnis.v16i1.1083
William, H., Martinah, M., & Riniwati, R. (2024). Peran Generasi Z Dalam Membangun Harmoni Di Tengah Keberagaman. Proceeding National Conference of Christian Education and Theology, 2(2), 121–132. https://doi.org/10.46445/nccet.v2i2.960
Wulandari, K., & Silalahi, C. F. (2025). Media sosial , influencer , dan marketplace?: Sinergi digital dalam meningkatkan minat beli mahasiswa terhadap UMKM. 3(1). https://doi.org/10.24002/senapas.v3i1.11884
Wulandari, S., Halizah, S. N., & Darlin, E. (2025). Peran Konten TikTok dalam Mengembangkan Branding sebagai Media Bisnis. JSER?: Journal of Science and Education Research, 4(1), 71–78. https://doi.org/10.62759/jser.v4i1.175
Zafitri, M. V., Pratiwi, N. M. I. ., & Nasution, U. C. M. (2025). Pengaruh Live Streaming, Content Marketing dan Online Customer Review TikTok Shop terhadap Keputusan Pembelian Produk Les Catino. Journal Social Society, 5(1), 597–612. https://doi.org/10.54065/jss.5.1.2025.721
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Hatma Aura Rahmah, Tamamudin Tamamudin
This work is licensed under a Creative Commons Attribution 4.0 International License.
License and Copyright Agreement
- Authors retain copyright and other proprietary rights related to the article.
- Authors retain the right and are permitted to use the substance of the article in their own future works, including lectures and books.
- Authors grant the journal the right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post or self-archive their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
