The Impact of Social Media Engagement, Advertising Manipulation, and Digital Literacy on Student Consumerism on TikTok Shop
Keywords:
Social Media Engagement, Advertising Manipulation, Digital Literacy, Consumerism, TikTok ShopAbstract
Penelitian ini bertujuan untuk menganalisis dampak social media engagement, manipulasi iklan, dan literasi digital terhadap konsumerisme mahasiswa di platform TikTok Shop. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik survei terhadap 320 mahasiswa di empat perguruan tinggi Surabaya (Unitomo, Untag, Unesa, Unair) yang dipilih melalui tabel sampel Isaac dan Michael dengan tingkat kesalahan 5%. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SPSS 26 untuk menguji pengaruh ketiga variabel independen terhadap perilaku konsumtif. Hasil penelitian menunjukkan bahwa ketiga variabel berpengaruh signifikan terhadap konsumerisme mahasiswa, dengan manipulasi iklan sebagai faktor paling dominan. Temuan ini mengungkap bahwa meskipun literasi digital tinggi, mahasiswa tetap rentan terhadap praktik pemasaran manipulatif di TikTok Shop. Implikasi penelitian menyoroti pentingnya pendidikan literasi media kritis dan regulasi iklan digital untuk mengurangi dampak negatif konsumerisme berlebihan di kalangan generasi muda.
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