Article Sidebar
Main Article Content
Abstract
TikTok is a very popular platform among generation Z, who is often the main target in the fitness industry. Generation Z is very active on TikTok and uses the platform for inspiration on health, fitness and an active lifestyle. TikTok is a short video-based platform that enables gyms to present engaging visual content. This study aimed to determine the role marketing with social media TikTok in generation Z: a study on the choice of fitness centers by generation Z in Ambon, Indonesia. This study is a quantitative approach and uses primary data obtained from a survey process using a questionnaire, where the survey process is carried out online. The independent variable in this study is the choice of the fitness center brand by the customer (Y). The dependent variables in this study are entertainment (X1), interaction (X2), trendy (X3), customization (X4), and electronic word-of-mouth (WOM) (X5). In conclusion, there is a relationship between the entertainment, interaction, customization, and electronic word-of-mouth social media dimensions of TikTok in influencing brand fitness center choice decisions for generation Z in Ambon, Indonesia.
Keywords
Article Details
Author ownership
Authors retain copyright and publishing rights in their work. Submission and publication do not transfer copyright ownership to HM Publisher, CMHC Research Center or OAIJSS.
Publication and reuse
Authors grant OAIJSS the right of first publication. The journal’s publication licence is the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0). Authors may reuse their own work and authorise additional uses, subject to any rights held by co-authors or third parties.
Self-archiving
Authors may deposit the submitted manuscript, accepted manuscript and published version in institutional or subject repositories without an embargo. Identify the version, acknowledge publication in OAIJSS and add the article DOI or journal link when available. Preserve the licence and attribution accompanying the deposited version.
Website copyright
Copyright notices for the OAIJSS website, layout and visual identity apply only to those elements. They do not replace or restrict the copyright and reuse rights of article authors.
