The Influence of TikTok Content and Digital Testimonials on Gen Z’s Purchasing Decisions in the Culinary Sector: A Stimulus-Organism-Response Approach

This study aims to analyze the influence of TikTok content and testimonials on consumer purchasing decisions at the Pisang Goreng Topping culinary business in Talasalapang, Makassar City, both partially and simultaneously. The research variables consist of TikTok content (X1) and testimonials (X2) as independent variables, and purchasing decisions (Y) as the dependent variable. This study uses an associative quantitative approach with an accidental sampling technique on 288 consumers who have made purchases at the business. Data were collected through a five-point Likert scale questionnaire and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests with the help of SPSS 26. The results showed that TikTok content and testimonials each had a positive and significant effect on purchasing decisions, with testimonials proving to be the most dominant variable. Simultaneously, both variables also had a positive and significant effect on purchasing decisions. This finding confirms that interesting TikTok content, when supported by convincing testimonials, can increase consumer purchasing decisions at the Pisang Goreng Topping culinary business in Talasalapang, Makassar City.

TikTok Content, Testimonials, Purchasing Decisions, Culinary Business

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