The Influence of Comestic Advertisements on TikTok towards the Buying Behaviour of Malaysian Generation Z

Ang, Kai Ying (2025) The Influence of Comestic Advertisements on TikTok towards the Buying Behaviour of Malaysian Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the influence of cosmetic advertisements on tiktok towards the buying behaviour of Malaysian generation z, focusing on how these advertisements shape their purchase decisions. Advertising has always been a key factor for organisations to engage and influence consumers, with effectiveness often measured by how advertisements resonate with target audiences. This research aims to assess the impact of cosmetic advertisements on Generation Z in Malaysia, specifically investigating the extent to which these advertisements affect their purchasing behaviour. In this research, two key theories were applied, the Theory of Planned Behaviour (TPB) and the AISDALSLove Model by Wijaya. The TPB, developed by Icek Ajzen, explains how Generation Z’s attitudes toward Maybelline’s TikTok advertisements, social influences, and perceived control shape their buying intentions. Meanwhile, the AISDALSLove Model tracks the consumer journey from Attention, Interest, Search, Desire, Action, to emotional responses like Like/Dislike, Share, and Love/Hate. This model helps analyse how Maybelline’s advertisements capture attention and build lasting brand loyalty or aversion. Together, these theories offer insights into the cognitive, social, and emotional factors influencing Generation Z’s purchasing behaviour. A quantitative research method was employed, using an online survey to gather responses from 100 Generation Z individuals in Malaysia. The findings show that this demographic is highly aware of cosmetic advertisements, with a notable portion indicating that such advertisements significantly influence their purchase intentions. The research also highlights the specific elements within these advertisements, such as product presentation, celebrity endorsements, and social media platforms, that play a pivotal role in shaping buying behaviour. The insights from this study provide valuable information for marketers and advertisers, offering a deeper understanding of how cosmetic advertising can effectively target and influence Generation Z’s buying behaviour in Malaysia. This research contributes to the broader discussion on the power of advertising in shaping consumer habits, especially among younger generations.