Analisis Pengaruh Penggunaan Tiktok terhadap Perilaku Belajar Mahasiswa Menggunakan Structural Equation Modeling (SEM) Berdasarkan Metode Theory of Reasoned Action (TRA)

Abstract

The advancement of science and technology has influenced the development of communication and information. Social media is one of the proofs of scientific and technological progress. Social media enables everyone to interact and share ideas from a distance. One of the social media platforms highly favored by students today is TikTok. TikTok has started to evolve into an educational social media platform with educational and informative content. Using 160 samples, a normality test was conducted, resulting in 139 remaining samples that will be analyzed using Structural Equation Modeling (SEM) statistical analysis to determine the impact of TikTok usage on the learning behavior of students at the University of North Sumatra (USU) based on the Theory of Reasoned Action (TRA) method with the assistance of AMOS 24 software. The research findings conclude that the Theory of Reasoned Action (TRA) approach cannot be applied comprehensively because the subjective norm variable does not affect learning interest, and the subjective norm variable does not influence learning behavior through learning interest. However, in this study, the attitude variable towards TikTok usage significantly influences learning interest, as indicated by the Critical Ratio (CRO) value of 3.018 and a P-value of 0.003. The learning interest variable significantly influences learning behavior, with a Critical Ratio (CRO) value of 5.222 and a P-value of 0.000. The attitude variable towards TikTok usage also significantly influences learning behavior through learning interest, as indicated by a Critical Ratio (CRO) value of 2.619 and a P-value of 0.008.