Analisis Fitur Streak pada Tiktok terhadap Intensitas Komunikasi Antarpribadi Mahasiswa Universitas Sumatera Utara

Abstract

This research is titled Analysis of the Streak Feature on TikTok and Its Impact on the Interpersonal Communication Intensity of Students at the Universitas Sumatera Utara. The purpose of this study is to determine whether the TikTok Streak feature can increase the intensity of interpersonal communication among students at the University of Sumatera Utara. This research employs a qualitative method and uses the Reasoned Action Theory developed by Icek Ajzen and Martin Fishbein in 1980. The study is supported by seven informants, consisting of six main informants and one triangulation informant. Data were collected through interviews, observations, and documentation. The results of the study indicate that TikTok Streak successfully maintains the intensity of interpersonal communication between informants and their conversation partners. Informants even stated that TikTok Streak helps increase communication frequency, turning previously irregular interactions into daily communication. Typically, informants interact by sending video content, messages, or stickers to keep their Streak alive. Informants and their conversation partners work together to maintain and grow their Streak so that it becomes bigger and more vibrant. This behavior aligns with the Reasoned Action Theory, as it is supported by positive responses from their conversation partners, which motivates them to activate and sustain the Streak. This deliberate action is also driven by self-motivation in the form of personal satisfaction when seeing the Streak number increase and the color intensify. TikTok Streak demonstrates that a single engaging feature can significantly strengthen interpersonal communication among its users.