The Effect of TikTok Advertising Exposure on Generation Z Purchase Intention at Dehasen University

Abstract

TikTok has developed from a short-form video platform into an influential digital advertising channel for Generation Z consumers. Its personalized, interactive, visually engaging, and commerce-integrated content enables advertisements to attract attention and stimulate purchase interest quickly. This study examines the effect of TikTok advertising exposure on the purchase intention of Generation Z students at the Faculty of Economics and Business, Dehasen University Bengkulu. The study employed a quantitative survey approach. Data were collected through a five-point Likert scale questionnaire containing nine statements for advertising exposure and nine statements for purchase intention. The respondents consisted of 85 students selected from a population of 550 students. Participants were required to belong to Generation Z, actively use TikTok, have encountered advertisements on the platform, and possess experience or interest in online purchasing. The data were analyzed using validity and reliability tests, descriptive statistics, a normality test, simple linear regression, Pearson correlation, the coefficient of determination, and a t test. The findings demonstrate that TikTok advertising exposure has a positive and significant effect on Generation Z purchase intention. The calculated t value of 9.3804 exceeded the critical value of 1.989, with a significance level of 0.000. The correlation coefficient of 0.7174 indicates a strong relationship, while the coefficient of determination of 51.46 percent shows that advertising exposure explains more than half of the variation in purchase intention. These findings confirm that greater frequency, duration, and attention to TikTok advertisements increase students’ tendency to seek information, consider products, and intend to purchase the advertised products..