ANALISIS VISUALISASI DAN KUALITAS INFORMASI PADA SHORT VIDEO MARKETING DI PLATFORM TIKTOK DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN GENERASI Z (Studi Pada Mahasiswa Universitas Nusa Putra)

The aim of this study is to analyze the visualization and information quality in short video marketing on the TikTok platform and its influence on the behavior of Generation Z consumers. The research employs a mixed methods approach. The population consists of students at Nusa Putra University aged 18-24 years who are active TikTok users. A sample of 10 respondents was selected using purposive sampling for qualitative research, and 200 respondents were selected for quantitative research using random sampling techniques. Data collection instruments include questionnaires and interviews. Data analysis techniques include both quantitative data analysis and qualitative analysis. Correlation analysis and partial t-tests were used to determine the relationship between visualization and information quality in short video marketing and the behavior of Generation Z consumers, as well as to test formulated hypotheses. The research findings indicate that visualization positively influences the behavior of Generation Z consumers, and information quality also influences the behavior of Generation Z consumers.

Keyword : Visualization; Short video marketing; TikTok; Generation Z Consumers Behavior