Efektivitas Strategi Content Tiktok dalam Meningkatkan Minat Beli Mahasiswa pada Produk Fashion Lokal

Abstract

This study examines the effectiveness of TikTok content management in increasing student buying interest in local fashion products in the city of Mataram. The development of the digital age has changed shopping patterns, especially among Generation Z who like to interact on social media. As a platform that continues to grow, TikTok has great potential to influence consumers through interesting content. This study applies quantitative methods and online surveys to 85 students in Mataram, with questionnaire instruments. The Data were then processed using multiple linear regression and descriptive analysis. Research findings reveal that content creativity, influencer engagement, and consistency in posting frequency have been shown to significantly affect student buying interest. These results provide strategic recommendations for local fashion actors to optimize digital marketing through TikTok.