Pengaruh Terpaan Konten Media Sosial TikTok Terhadap Perilaku Konsumtif (Studi Pada Followers Akun TikTok @nazwaadinda_02 Di Kalangan Mahasiswi Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2021)

The background of this study is the phenomenon of Fear of Missing Out (FoMO) and the widespread shopping activities through e-commerce on social media. One TikTok account, @nazwaadinda_02, provides content recommending current trendy outfits; moreover, its followers can purchase similar products that have been reviewed. This motivates the researcher to find out the extent and whether there is an influence of exposure to TikTok social media content from @nazwaadinda_02 on the consumptive behavior among Communication Science female students of Muhammadiyah University of Malang, class of 2021. The AIDA Model Theory and Uses and Gratification Theory are used as the foundation of this research.

The AIDA theory aims to increase sales effectiveness through several stages as attention, interest, desire, and action, while the Uses and Gratification theory explains the audience's use and satisfaction with media and mass communication messages chosen by the audience themselves. This research uses a quantitative explanatory approach with a sample of 73 female Communication Science students from Muhammadiyah University, class of 2021. The T-test results (Hypothesis) show a significance value of 0.000 < 0.05, meaning H0 is rejected and H1 is accepted. The R-Square value also shows that exposure to Nazwa's content influences consumptive behavior among Communication Science female students by 44.5%, while the remaining 55.5% is influenced by other factors outside this research.