Abstract:
The utilization of social media has been wider since the very first time its invention.
It used to be only a communication platform, but today it has become a platform
for many things such as campaigns or even promoting products. This situation has
benefited many actors, especially Small Medium Enterprises (SMEs) which before
the existence of social media has difficulty in promoting their products. Due to this,
the author would like to discuss the issue of social media's contribution to
increasing the purchase intention of society, to be more specific to generation Z
whereas considered the most common users of social media. Knowing also the
variant of social media, the author will only focus on TikTok. By implementing the
theory of purchase intention, content marketing, and brand awareness the author is
expected to be able in providing a comprehensive explanation of this thesis.
Furthermore, in the finding process, the author also conducted a survey related to
this thesis topic discussion. Thus, this thesis is expected not only to have a
comprehensive explanation but also clear data findings.
