SOCIAL MEDIA CONTRIBUTION TO INCREASE THE GENERATION Z PURCHASE INTENTION ON BUYING SMALL-MEDIUM ENTERPRISES (SMEs) PRODUCT (STUDY OF TIKTOK)

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.