PENGARUH TERPAAN KONTEN TIKTOK "TANYA KANTOR" @CRETIVOX TERHADAP LITERASI INFORMASI DUNIA KERJA GEN Z (Studi Pada Mahasiswa Ilmu Komunikasi FISIP UMM Angkatan 2022)

This study aims to measure the effect of exposure to TikTok content “Tanya Kantor” @cretivox on work-related information literacy among Generation Z students. The study is motivated by the increasing use of social media, especially TikTok, as a source of information about the world of work. The theoretical framework used includes Media Exposure Theory and Uses and Gratifications Theory.

This research employs an explanatory quantitative approach using a survey method. The population consists of 420 Communication Science students from Universitas Muhammadiyah Malang, class of 2022, with a sample of 221 respondents selected through purposive sampling. The research instrument has been tested for validity and reliability, and data analysis uses simple linear regression.

The results show a positive and significant effect between exposure to “Tanya Kantor” content and work-related information literacy, with the regression equation Y = 1.110 + 0.375X. The t-test results indicate that the calculated t-value (11.418) is greater than the t-table value (1.652) with a significance level of 0.000 < 0.05. The coefficient of determination (R²) is 0.373, indicating that content exposure contributes 37.3%, while 62.7% is influenced by other factors outside the study.

These findings indicate that TikTok not only functions as an entertainment medium but also plays a role in supporting work-related information literacy among Generation Z students.