Pengaruh Konten Tiktok Terhadap Tingkat Social Media Engagement Akun Indobeautynesia. (The Influence of TikTok Content on the Level of Social Media Engagement of Indobeautynesia Accounts).

Widyarti, Yulia Telana (2023) Pengaruh Konten Tiktok Terhadap Tingkat Social Media Engagement Akun Indobeautynesia. (The Influence of TikTok Content on the Level of Social Media Engagement of Indobeautynesia Accounts). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is a quantitative research with a positivism approach. The data collection was carried out using a random sampling technique. In this type of quantitative research, this study uses two variables, which is TikTok content and social media engagement. The independent variable or which acts as a cause (independent variable) is filled in by tiktok content, while the dependent variable (dependent variable) or which acts as a result is the level of social media engagement. This type of research is also aimed at examining the influence of TikTok content on the level of social media engagement in Indobeautynesia TikTok. Tik tok content is creative videos that are packaged by creators so that they provide special effects that are unique and informative and then uploaded via the Tiktok application so that they can attract the attention of many people who see them. Meanwhile, social media engagement is an activity that involves consumers in it and can indirectly be used for searching, evaluating alternatives, and making decisions involving a particular brand. From the results of this study in the form of differences in audience perception caused by the quality of the content. Due to the popularity of TikTok, the concept of digital content can be used as a promotional medium and has been quite effective in communicating a product being promoted. For future researchers, they can see digital content on the level of social media engagement from the point of view of usingother methods and theories that are far more in-depth. Keywords: Digital Content, Social Media Engagement, Tiktok

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