Discipline

Marketing

Abstract

Through a review of existing literature and studies, the researchers identified a gap in research regarding the implications of using the TikTok application on consumer purchase awareness among Generation Z. This gap prompted the researchers to explore the issue further, especially given that TikTok is currently one of the fastest-growing platforms in the e-commerce market (Meltwater, 2024). This mixed-method research employed an explanatory design, specifically a follow-up explanation model, to assess and explore the effect of TikTok marketing advertisements on consumer purchase awareness among Filipino Generation Z in Baliuag City, Bulacan. Data were collected through the online distribution of survey questionnaires across the city, providing valuable insights to support a reliable and meaningful study. Using simple linear regression, and based on a p-value of 0.0000000804, the findings reveal that TikTok marketing advertisements have a significant effect on consumer purchase awareness. Therefore, the study accepts the alternative hypothesis. Additionally, analysis of the qualitative data yielded three main themes: Engagement and Attention, Creativity and Strategy, and the Consumer Decision-Making Process. These findings suggest that the three main themes align with Filipino Generation Z’s consumer purchase awareness in relation to the widespread use of TikTok marketing advertisements. The researchers consider this study valuable to society, as it contributes to enhancing the strategies of marketing professionals and businesses by providing insights into how different marketing approaches can be more effectively utilized to improve promotional efforts.

Keywords

marketing in tiktok, purchasing decisions, tiktok, consumer purchase awareness