Arifin, Zalfa Nabila (2026) Pengaruh Content Marketing Dan Flash Sale Terhadap Keputusan Pembelian Timephoria Pada Generasi Z Pengguna Aplikasi TikTok Di Surabaya. (The Influence of Content Marketing and Flash Sales on Timephoria Purchase Decisions Among Gen Z TikTok Users in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine and analyze the influence of Content Marketing and Flash Sale on the Purchase Decision of Timephoria Lunara Frost 3D Lip Gloss products among Generation Z TikTok users in Surabaya. This research is motivated by the increasing use of TikTok as a digital marketing platform that is capable of influencing the consumption behavior of Generation Z, particularly in the beauty industry. TikTok not only serves as an entertainment platform but also functions as an effective promotional medium for building consumer interest and encouraging purchase decisions through its various marketing features. This study employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to Generation Z TikTok users in Surabaya who had purchased Timephoria Lunara Frost 3D Lip Gloss products. The sampling technique used was non-probability sampling with a purposive sampling approach. Data analysis was conducted using IBM SPSS software. The results indicate that Content Marketing has a significant effect on Purchase Decision. Flash Sale also has a significant effect on Purchase Decision. Furthermore, Content Marketing and Flash Sale simultaneously have a significant effect on the Purchase Decision of Timephoria products among Generation Z TikTok users in Surabaya. The findings suggest that content marketing and flash sale strategies are able to explain consumer purchase decisions, while the remaining influence is attributed to other factors outside the scope of this study. Therefore, the more attractive the content marketing presented and the more effective the flash sale programs implemented, the higher the consumers' purchase decisions toward Timephoria products on the TikTok application.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Content Marketing, Flash Sale, Purchasing Decision, TikTok Shop, Generation Z. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200101 Zalfa Nabila Arifin |
| Date Deposited: | 31 Aug 2026 04:31 |
| Last Modified: | 31 Aug 2026 04:31 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/48355 |
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