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August 11, 2025JMET Journal of Management Entrepreneurship and Tourism

Analysis of Digital Marketing Live, Promotion, Short Video Strategies on Gen Z Skincare Purchasing Decisions

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Authors

MNMuhamad NovreysaAPAura PuspaningrumEAErna Apriani

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Overview

Quantitative analysis reveals promotions and short videos significantly influence Gen Z purchasing decisions on TikTok, indicating effective strategies.

Key Points

  • Short videos and promotions significantly influence purchasing decisions among Gen Z consumers on TikTok, impacting marketing strategies.
  • Findings show that 78.6% of purchasing decisions are influenced by variables such as promotions and short videos, highlighting effective methods.
  • The quantitative method included a questionnaire survey with 100 respondents, offering reliable and valid marketing insights.
  • Results suggest marketers should prioritize short videos and promotions on TikTok for effective strategies, while live streaming may not be as impactful.

Cite This Study

Novreysa et al. (2025) studied this question.

synapsesocial.com/papers/68c2354db210217d6476fceahttps://doi.org/10.61277/jmet.v3i2.174
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Measuring Generation Z’s Purchasing Decisions on Fashion Products on TikTok Live Streaming2025
  2. 2Factors Influencing Customers' Purchase Decision on Tiktok Video Content2025
  3. 3ANALISIS PROMO FLASH SALE, E-WOM, DAN LIVE STREAMING TERHADAP IMPULSIVE BUYING PRODUK SKINCARE CAMILLE BEAUTY DI TIKTOK SHOP2025
  4. 4The Influence of Content Creator and Recommendation Algorithms on Gen Z’s Purchase Decision for Facetology Skincare Products on TikTok2025
  5. 5THE INFLUENCE OF AFFILIATE MARKETING AND PROMOTIONS ON THE PRODUCT PURCHASE DECISION ON TIKTOK SOCIAL COMMERCE2025