Content Marketing and Lifestyle and Its Implications on Purchase Decisions on Tiktok Among Generation Z in Padang City

The development of social media, especially TikTok, has brought about major changes in the way Generation Z interacts and makes purchasing decisions. This platform has become one of the main mediums used to influence consumer behaviour through various marketing strategies. This study aims to examine the influence of content marketing and lifestyle on TikTok social media on Generation Z purchasing decisions in Padang City. This study is a quantitative study with a sample consisting of 107 respondents selected using purposive sampling techniques. The data analysis method uses SMART-PLS. The results of the study show that content marketing has a positive effect on purchasing decisions, while lifestyle does not have a significant effect on purchasing decisions. Based on these findings, it is recommended that business actors focus more on relevant and interesting content marketing strategies on TikTok to increase purchasing decisions. At the same time, further research is needed to explore other factors that may influence Generation Z's purchasing decisions