The Influence of UI Design and Informative Usefulness on Purchase Intention in Generation Z, with Attention Span as a Mediating Variable in TikTok In-Feed Videos

The Influence of UI Design and Informative Usefulness on Purchase Intention in Generation Z, with Attention Span as a Mediating Variable in TikTok In-Feed Videos

Dalam beberapa tahun terakhir, perkembangan konten pemasaran semakin menarik perhatian banyak orang, terutama generasi muda. Generasi Z telah diidentifikasi sebagai penggerak utama belanja online. Meskipun penelitian tentang periklanan online telah banyak dilakukan, penelitian akademis yang berfokus pada jenis strategi pemasaran digital yang disukai Generasi Z dan yang memengaruhi perilaku mereka masih terbatas.

Penelitian ini bertujuan untuk mengkaji efektivitas Kegunaan Informatif, Desain UI, dan Rentang Perhatian di TikTok dalam menjangkau Generasi Z di era rentang perhatian yang pendek. Penelitian ini mengeksplorasi bagaimana pemasar dapat melayani konsumen Generasi Z dengan lebih baik melalui komunikasi pemasaran/periklanan digital yang menarik, informatif, dan berpengaruh pada perilaku konsumen.

Kata Kunci: Generasi Z, Pemasaran Digital, pemasaran konten, perilaku konsumen, e-commerce; TikTok

In recent years, the development of marketing content has increasingly attracted the attention of many people, especially the younger generation. Generation Z has been identified as the driving force behind online shopping. Although there is extensive research on online advertising, there is limited academic research focusing on what types of digital marketing strategies Generation Z prefers and which ones influence their behavior.

This research aims to examine the effectiveness of Informative Usefulness, UI Design and Attention span in Tiktok on reaching Generation Z in an era of short attention spans. It explores how marketers can better serve Generation Z consumers through digital marketing/advertising communications that are engaging, informative, and influential on consumer behavior.

Keywords: Generation Z, Digital Marketing, content marketing, consumer behavior, e-commerce, TikTok