Pengaruh Lifestyle dan Diskon TikTok Shop terhadap Minat Beli Generasi Z di Kota Kediri

Najah, Nurul Hidayatun (2026) Pengaruh Lifestyle dan Diskon TikTok Shop terhadap Minat Beli Generasi Z di Kota Kediri. Skripsi thesis, Universitas Kadiri.

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Abstract

The evolution of digital technology and social media has transformed the consumption patterns of the younger generation—particularly Generation Z—who increasingly view products as a means of lifestyle expression while also being influenced by promotional strategies such as discounts on social commerce platforms like TikTok Shop. This phenomenon is particularly interesting to study in Kediri City, given the high penetration of social media usage and online shopping activity among Generation Z in the area. This study aims to determine the influence of lifestyle on Generation Z's purchase intention in Kediri City, the influence of TikTok Shop discounts on their purchase intention, and the simultaneous influence of both lifestyle and TikTok Shop discounts on their purchase intention. A quantitative method with an explanatory research approach was employed. The sample size was determined using the Lemeshow formula with a 10% margin of error, resulting in a minimum of 96 respondents—Generation Z individuals aged 16-28 residing in Kediri City who actively use TikTok Shop. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that lifestyle has a positive and significant effect on Generation Z's purchase intention in Kediri City, TikTok Shop discounts have a positive and significant effect on their purchase intention, and lifestyle and TikTok Shop discounts simultaneously exert a positive and significant influence on their purchase intention. These findings are expected to serve as a reference for business practitioners in formulating promotional strategies and product offerings that align with the lifestyles of young consumers. Keywords: Lifestyle, Discounts, Purchase Intention, Generation Z, TikTok Shop.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	19 Sep 2026 05:12
Last Modified:	19 Sep 2026 05:12
URI:	http://repository.unik-kediri.ac.id/id/eprint/1236

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