International Journal of Scientific Engineering and Science Volume 8, Issue 9, pp. 113-118, 2024. ISSN (Online): 2456-7361 113 http://ijses.com/ All rights reserved Content Marketing and Lifestyle and Its Implications on Purchase Decisions on Tiktok Among Generation Z in Padang City Titin Sugiarti 1 , Linda Wati 2 1, 2 Faculty of Economics and Business, Bung Hatta University Email: 1 titinsugiarti612@gmail.com, 2 lindawati@bunghatta.ac.id Abstract— The development of social media, especially TikTok, has brought about major changes in the way Generation Z interacts and makes purchasing decisions. This platform has become one of the main mediums used to influence consumer behaviour through various marketing strategies. This study aims to examine the influence of content marketing and lifestyle on TikTok social media on Generation Z purchasing decisions in Padang City. This study is a quantitative study with a sample consisting of 107 respondents selected using purposive sampling techniques. The data analysis method uses SMART-PLS. The results of the study show that content marketing has a positive effect on purchasing decisions, while lifestyle does not have a significant effect on purchasing decisions. Based on these findings, it is recommended that business actors focus more on relevant and interesting content marketing strategies on TikTok to increase purchasing decisions. At the same time, further research is needed to explore other factors that may influence Generation Z's purchasing decisions. Keywords— Content marketing, lifestyle, purchasing decisions. I. INTRODUCTION TikTok is one of the most popular social media and music video applications in society. In this application, users can create, edit, and share their short videos with the features and music available in the application. Various video content can be found in this application. Starting from educational content, the latest information, entertainment, and much more. Since it was first released, the developments in this application have been very numerous and interesting. Indonesia is the second largest TikTok user in the world. Most of its users are teenagers or Generation Z. According to Katadata (databooks), statistical data on the number of TikTok downloads as of July 2023, Indonesia is in second place for the number of TikTok downloads in the world, namely 99.79 million downloads. The popularity of the TikTok application makes various ages use the application, especially with generation Z. However, Momentum Works made this projection before TikTok Shop was closed in Indonesia. In early October 2023, TikTok Shop was closed because the Indonesian government imposed a new rule prohibiting the integration of social media with e-commerce transaction services. However, the closure of TikTok Shop on the TikTok platform did not last long. On December 12, 2023, TikTok Shop reopened and collaborated with GoTo (Tokopedia). GoTo and TikTok Shop are committed to helping and developing local businesses through the e- commerce features they provide. This collaboration certainly increases the number of users of both e-commerce. As time progresses, social media users also increase. One of them is TikTok social media, which is now very popular with Generation Z. The trendy and always-updated TikTok platform has become an attraction for today's teenagers. Here are the demographics of the age range of TikTok users in the world according to Business of Apps in 2023: Figure 1.1 Age of TikTok app users TikTok globally in 2023 shows that the platform is most popular among young people, especially those aged 18-24, who represent 29.8% of total users. Generation Z (Gen Z) is a group born between the mid- 1990s and early 2010s and known as "digital natives". They grew up in the internet era, are highly connected to technology, and are active on social media such as TikTok and Instagram [1] conveyed that 85% of transactions in e-commerce are transactions carried out by users aged 18-35 years, and tend to buy fashion and beauty products. The decision-making process is a basic psychological process that plays an important role in learning about how consumers actually make purchasing decisions. This process does not only end with a purchase but continues until the consumer gets experience from the purchase. The experience gained becomes a consideration in making decisions on subsequent purchases. According to [2] Content Marketing Institute, content marketing is a marketing and business process by creating and distributing relevant content to attract, acquire, and engage audiences with the aim of driving profitable consumer action. [3] suggest that lifestyle describes a person's way of life in the world, which describes their daily activities, interests or hobbies, and opinions.