Peran Tiktok dalam Membentuk Identitas Diri Mahasiswa di Era Digital (Studi Deskriptif Mahasiswa Universitas Sumatera Utara)

Abstract

The development of digital technology has made social media, especially Tiktok, a platform that not only functions as entertainment but also as a place for self expression for the younger generation, including students. The purpose of this study is to understand the use of the Tiktok application in shaping students’ self-identity in the digital era, with a focus on students at the University of North Sumatra (USU). This research uses a case study method with a qualitative approach. Data collection used is observation, in-depth interview, and documentation. The objects of this study were Tiktok Content Creator students, active Tiktok user students, and alumni of the University of North Sumatra (USU). The results of the study show that Tiktok acts as a platform that facilitates students in expressing themselves, building personal branding, and developing digital identities. The content created reflects the interests, talents, and values of the individual, and is influenced by trends and social interactions on the Tiktok platform. Factors such as the Tiktok algorithm, social validation through likes and comments, and the desire to follow trends help shape students’ self-identity.