Lim, Zhi Qing (2025) The influence of tiktok on consumer purchase decisions for beauty and personal care products among generation z in Malaysia. Final Year Project, UTAR.
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Abstract
This study examines how TikTok influences Malaysian Generation Z consumers' beauty and personal care (BPC) purchasing decisions. The study looks at five key determinants in a highly digitalised and fast-paced market environment: influencer endorsements (IE), live streaming (LS), user-generated content (UGC), AI-driven personalised ads (AI-PAs), and fear of missing out (FOMO). A quantitative research design was used, with data collected from 200 Generation Z respondents via a structured questionnaire. The findings shed light on how TikTok influences product discovery, trend adoption, and consumption behaviour among young consumers. This study's identification of the most influential TikTok features influencing purchase decisions has important implications for Malaysian BPC brands looking to strengthen consumer trust, refine their digital marketing strategies, and increase competitiveness in the evolving social commerce landscape. Keywords: TikTok, consumer purchase decisions, Generation Z, beauty and personal care, influencer endorsements, live streaming, user-generated content, personalized advertising, FOMO, Malaysia
| Item Type: | Final Year Project / Dissertation / Thesis (Final Year Project) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Faculty of Accountancy and Management > Bachelor of International Business (Honours) |
| Depositing User: | Sg Long Library |
| Date Deposited: | 28 Apr 2026 22:34 |
| Last Modified: | 28 Apr 2026 22:34 |
| URI: | http://eprints.utar.edu.my/id/eprint/7590 |
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