Influence of TikTok Promotional Content on the Purchase Intention of Generation Z Consumers in Paniqui, Tarlac

The study used descriptive statistics research design utilizing correlation and regression analysis, it aimed to determine the influence of TikTok promotional content to the purchase intention of Generation Z consumers.The TikTok promotional content was described based on the areas of usefulness, impulsiveness, and influencer marketing while purchase intention was described in terms of informativeness and interactivity.The respondents of the study are 379 Generation Z consumers in Paniqui, Tarlac.The results showed that TikTok promotional content have high influence on the purchase intention of Generation Z consumers with a p-value of <.001 in the areas of usefulness, impulsivity, and influencer marketing with R²=0.828 in informativeness and R²=0.809 in interactivity.Consequently, the study recommended utilizing TikTok promotional content specifically in terms of usefulness, impulsivity, and influencer marketing which highly influences the purchase intentions in terms of informativeness and interactivity of Generation Z consumers.It is important to optimize desktop sites, emphasize ease of discovery on search platform, and focus on producing authentic and engaging content.Build creative content to attract Generation Z consumers like following the trends and their interest.