This study investigates how perceived informativeness and perceived entertainment in TikTok content from international school’s influence Generation Z’s online engagement and behavioral intentions. Anchored in the Stimulus-Organism-Response (S-O-R) framework, the research explores how content perceptions (stimuli) affect online engagement (organism), which subsequently shape behavioral intentions (response), such as inquiring about, enrolling in, or sharing school content. Data were collected through an online survey of Generation Z respondents in Surabaya, Indonesia. A total of 336 responses were gathered, and after applying a screening process to ensure relevance and data quality, 255 valid responses were analyzed. The findings reveal that both perceived informativeness and perceived entertainment significantly enhance online engagement, which in turn positively influences behavioral intentions. These results underscore the importance for international schools to create informative and entertaining content to effectively engage Gen Z on TikTok. The study offers practical implications for educational institutions aiming to strengthen their digital marketing strategies.