Fenomena Bandwagon Effect pada Media Sosial Tiktok di Kalangan Mahasiswa Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara

Abstract

This study is titled "The Phenomenon of Bandwagon effect on TikTok Social Media Among Communication Science Students, Faculty of Social and Political Sciences, University of Sumatra." The purpose of this study is to identify the factors contributing to the Bandwagon effect and to analyze the impact of the Bandwagon effect on TikTok social media among these students. This research employs a constructivist paradigm and utilizes several theories, including mass communication theory, Bandwagon effect theory, new media theory, cultivation theory, and the TikTok application. Data collection techniques used are interviews, observation, and documentation. The researcher interviewed six informants, consisting of five primary informants and one triangulation informant, selected using a purposive sampling technique. The results of this study indicate that the main factor causing the Bandwagon effect among students is interpersonal influence or the influence of others, particularly from influencers on TikTok. The impact of this phenomenon is quite significant among students, as it can affect their decisions to follow trens that are currently popular on TikTok social media.