The Influence of Viral Marketing, Content Marketing, and Brand Image on Local Clothing Purchasing Decisions on the TikTok App Among Gen Z in Bogor Regency

Abstract

This study aims to analyze the influence of Viral Marketing, Content Marketing, and Brand Image on the purchase decision of local clothing through the TikTok application among Generation Z in Bogor Regency. This research employs a quantitative approach using a survey method. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the SmartPLS 4.0 software. The results show that Viral Marketing has a significant positive effect on the purchase decision of local clothing among Generation Z in Bogor Regency. Furthermore, Content Marketing also has a significant positive effect on the purchase decision of local clothing. Brand Image likewise exerts a significant positive influence on the purchase decision of local clothing among Generation Z in Bogor Regency.