Study of Tiktok social media and consumptive culture of Ahmad Dahlan University Students Class of 2020

Hany Retno Widiya Sari, Iman Sumarlan

Abstract


The This research aims to determine the influence of using TikTok on the consumer culture of students from the class of 2020 at Ahmad Dahlan University. The proliferation of TikTok and its potential impact on consumer behavior among students drives the need for in-depth exploration of this phenomenon. Using qualitative phenomenological research methods, this research seeks to understand the meaning behind students’ experiences of using TikTok and their consumption practices. This research will be conducted at Ahmad Dahlan University with the research subjects being students from the class of 2020 who actively use TikTok and shop online. Data collection techniques include in-depth interviews, observation of TikTok activities, and documentation of related posts. Through data analysis, including data reduction, presentation of key informants, and interpretation based on relevant theories, the research aims to reveal the correlation between TikTok use, student consumer culture, and its impact on character development. Validity and reliability testing will involve triangulation of sources and theories, as well as discussions with relevant experts. The research findings highlight the important role TikTok plays in students’ digital lives, but suggest that its impact on consumption patterns requires further attention. Even though advertising on TikTok doesn’t really impact students’ shopping habits, the platform still has great potential as an effective marketing tool. Apart from that, discounts can also play a big role in increasing consumer shopping interest if they are offered with the right strategy and according to the characteristics of the target market.


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DOI: https://doi.org/10.26555/adiccom.v2i1.15482

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