Property Purchase Interest Model of Millennials and Gen Z: The Role of TikTok Social Media Marketing, Electronic Word of Mouth, and Trust through Customer Engagement

Agus Sriyanto; Nora Andira Brabo; Sukma Alam

doi:10.62794/je3s.v7i5.560

Authors

Agus Sriyanto Universitas Budi Luhur Jakarta, Indonesia
Nora Andira Brabo Universitas Budi Luhur Jakarta, Indonesia
Sukma Alam Universitas Budi Luhur Jakarta, Indonesia

DOI:

https://doi.org/10.62794/je3s.v7i5.560

Keywords:

TikTok Social Media Marketing, Electronic Word of Mouth, Trust, Customer Engagement, Property Purchase Intention, Millennials, Generation Z

Abstract

Property decisions involve substantial financial and informational considerations, making the relationship between digital marketing and purchase intention more complex than exposure to promotional content alone. This study examined associations of TikTok Social Media Marketing, Electronic Word of Mouth (E-WOM), and Trust with Property Purchase Intention among Millennials and Generation Z, including indirect relationships through Customer Engagement. A quantitative cross-sectional survey produced 250 usable responses from eligible TikTok users in Greater Jakarta. The 57-indicator model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. All seven direct paths were positive and statistically significant, including TikTok marketing to engagement (β = 0.400), engagement to purchase intention (β = 0.337), and trust to purchase intention (β = 0.266). The model accounted for 44.8% of variation in Customer Engagement and 55.6% in Property Purchase Intention. Three indirect paths through engagement were positive and significant for TikTok marketing (β = 0.135), E-WOM (β = 0.069), and Trust (β = 0.087). These patterns were consistent with partial statistical mediation, although the study's cross-sectional design does not establish causal mechanisms. The results suggest that informative TikTok communication, peer-generated information, and trust should be considered jointly with engagement when examining digital property purchase intention

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