Pengaruh Intensitas Melihat Tiktok Terhadap Perilaku Konsumtif Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to determine the relationship between the intensity of seeing tiktok with consumer behavior in college students. The population in this study were the 2019-2023 students of the University of North Sumatera, with sample of 100 students through the sampling technique using the purposive sampling technique. The data analysis of this research uses SPSS 23. This study uses two scales for research, namely the scale of consumer behavior and the scale of the intensity of seeing tiktok. The consumer behavior scale consists of 23 items with a reliability of 0.872. The intensity scale for viewing tiktok consists of 22 items with a reliability of 0.897. These results indicate that there is a positive and significant relationship between the intensity of seeing tiktok with consumer behavior in college students. The higher the intensity of seeing tiktok, the consumer behavior of college students will also be high. On the other hand, the lower the intensity of seeing tiktok, the consumer behavior of college students will also be low.