DIGITAL PERSONALIZATION AND GEN Z PURCHASE DECISIONS ON TIKTOK SHOP: AN EMPIRICAL STUDY IN CIAMIS REGENCY
Keywords:
Digital personalization, Purchase decisions, TikTok Shop, Social commerce, Generation Z, Consumer behavior, E-commerceAbstract
This study aims to analyze the application of digital personalization, the level of purchasing decisions, and the influence of digital personalization on purchasing decisions of Generation Z who shop through TikTok Shop in Ciamis Regency. The study used an associative quantitative approach involving 100 respondents selected using a purposive sampling technique. The research data consisted of primary and secondary data collected through questionnaires and literature studies. Data analysis was conducted using simple linear regression to test the relationship between digital personalization and purchasing decisions. The results showed that the application of digital personalization and purchasing decisions of Generation Z in Ciamis Regency were in the good category. However, the results of statistical tests showed that digital personalization did not have a significant effect on purchasing decisions at TikTok Shop. The coefficient of determination value showed that digital personalization only contributed 1% to purchasing decisions, while the remaining 99% was influenced by other factors outside the variables studied. This finding implies that business actors need to consider factors other than digital personalization in driving Generation Z purchasing decisions.
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