The Use of TikTok Social Media in Influencing Generation Z Online Purchasing Behaviour in Malaysia

TikTok is one of the world's fastest-growing social media platforms, with over 170 million downloads, making it the most downloaded app in the world in 2022. Almost half of TikTok's user base comprises young people aged 18 to 24. TikTok has been used by many sellers and companies to spread their advertising and marketing campaigns in order to sell their products due to its large number of users and exponential popularity. However, purchases made by the younger generation were made impulsively and simply by following social trends, resulting in unnecessary purchases. This behaviour is seen as widespread, particularly among the younger generation. The purpose of this research is to look into the factors that influence Gen Z's purchasing habits. The data is gathered using a qualitative method that includes a focus group discussion. A semi-structured interview with 5-6 people was divided into two groups. Despite the fact that the products are not required, the majority of respondents said they would buy them after viewing a product or service-related video post on TikTok. The findings offer recommendations for future TikTok research as well as an opportunity for relevant authorities to design appropriate frameworks to reduce impulsive purchases among Gen Z.