Peran Influencer TikTok terhadap Gaya Hidup Konsumtif Mahasiswa Eksakta Universitas Sumatera Utara Angkatan 2021 - 2024

Abstract

This study aims to broadly analyze the role of TikTok influencers on the consumptive lifestyle of exact students of the University of North Sumatra. This research was conducted in the midst of the rise of social media, especially TikTok which is one of the social media with the highest frequency of application usage time dominated by users aged 18-24 years. This study uses a quantitative approach. The sample consisted of 100 students. Data were collected through questionnaires and analyzed using inferential and descriptive statistical analysis tests. The results of the descriptive statistical test show the role of TikTok influencers who can explain the consumptive lifestyle of students of the exact faculty of the University of North Sumatra, then the results of the linear regression test are 0.864 with a determinant coefficient where 65.1% of the consumptive lifestyle of exact students of the University of North Sumatra can be explained by the role of the TIkTok influencer. Then the data on the intensity of social media use found that 73% of respondents spent >3 hours per day which strengthened the mechanism of exposure to a consumptive lifestyle through TIkTok influencers. Based on these findings, it is suggested that students can improve and develop digital literacy awareness to understand the social and cultural media mechanisms that occur in it.