Survey On @Sischoaja Viewers Silvana Stela Pakaya Primary Author mixed material bibliography Jakarta LSPR 2024 en English

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The development of communication and information technology, especially social media such as TikTok, has brought major changes in the way people interact and consume media. TikTok Influencers, or celebrities on TikTok, have a significant influence in shaping users' media consumption preferences and behaviour. This research aims to analyse the influence of the TikTok Influencer, especially the @SISCHOAJA account, on its followers' media consumption interest. Using a survey method with a quantitative approach, data was collected from 110 followers of the @SISCHOAJA account through a questionnaire distributed online. The results of statistical analysis show that the influence of Influencer TikTok has a significant positive correlation with respondents' media consumption interest, with a Pearson correlation coefficient of 0.373, which indicates that the greater the perceived influence of Influencer TikTok, the higher the respondent's media consumption interest. Simple regression analysis indicates that every one unit increase in TikTok Influencer influence increases media consumption interest by 0.327 units. The measurement instrument has high reliability with a Cronbach Alpha value of 0.884 for the influence of Influencer TikTok and 0.881 for media consumption interest. The conclusion of this research confirms that the TikTok Influencer plays an important role in shaping the media consumption interests of its followersking it an important consideration for companies and brands that want to increase visibility and appeal through the social media platform. TikTok, Influencer, Media Consumption, Celebrity Influence, Consumption Interest. thesis Albert Business Communication Management 2024 Silvana Stela Pakaya NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.BCM.031.24 S202639SP Hanya Tersedia Softcopy. S2.BCM.031.24 cover_skripsi.jpeg.jpeg 9270 2025-02-17 14:55:41 2025-02-19 10:29:39 machine generated