Analysing Verbal Communication Delivery and Marketing Mix Strategies on Tiktok: A Descriptive Study of Generation Z Users

Nurul Faroh, Wahyu (2026) Analysing Verbal Communication Delivery and Marketing Mix Strategies on Tiktok: A Descriptive Study of Generation Z Users. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCH, 05 (02). pp. 405-408. ISSN 2833-2172, ISSN (online) 2833-2180

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Abstract

This study aims to describe and analyze the profile of product, price, and delivery strategies among Generation Z TikTok application users who are students at Pamulang University residing in the Jabodetabek area. The primary research question focuses on identifying the characteristics and data distribution of these variables, alongside their impact on purchasing decisions and customer trust. A quantitative approach with a descriptive and verificative design was employed for this research. Data were gathered through observation, documentation, and the distribution of questionnaires to a sample of 225 respondents. The data analysis techniques included descriptive statistics, such as calculating central tendencies (mean, median, mode) and dispersion measures (standard deviation, variance), as well as data presentation via frequency tables and charts. The findings indicate that the Product variable achieved the highest average score of 4.67, placing it in the "Very Good" category, while the Price and Delivery variables were categorized as "Good". Data distribution shows that the delivery process acts as the most significant determinant in driving transactions, contributing strongly to purchasing decisions with an effect size (F2) of 0.367. Based on these results, it can be concluded that while product quality is perceived as excellent, the effectiveness of information delivery and application interfaces are the primary factors ensuring transaction comfort for users. This research is expected to provide a foundational information for stakeholders in policymaking and serve as a reference for future academic studies

Item Type: Article
Divisions: Pascasarjana > S3-Ilmu Manajemen 2026
Depositing User: Mr soeryana soeryana
Date Deposited: 02 May 2026 02:05
Last Modified: 02 May 2026 02:05
URI: https://repository.unpas.ac.id/id/eprint/82898

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