The Influence of TikTok’s Repost Feature on User Satisfaction among Generation Z

Abstract

This study aims to examine the influence of TikTok’s repost feature on user satisfaction among Generation Z in Ranowangko II Village, Kombi District. The rapid development of social media has positioned TikTok as one of the most widely used platforms among Generation Z. One feature that has recently attracted considerable attention is the repost function, which allows users to redistribute content to their followers. This study employed a quantitative approach, drawing on Uses and Gratifications Theory as its theoretical framework. The study population comprised 151 Generation Z TikTok users, from whom a sample of 30 respondents was selected using proportionate stratified random sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity, reliability, normality, and linearity tests, followed by simple linear regression analysis using SPSS. The findings indicate that the repost feature has a positive and statistically significant effect on TikTok user satisfaction, with the regression equation Y = 24.694 + 0.334X and an explained variance of 21% (R² = 0.210). More effective use of the repost feature was associated with higher levels of user satisfaction, particularly in fulfilling needs related to information sharing, self-expression, social interaction, and entertainment. These findings support Uses and Gratifications Theory, which conceptualizes users as active participants who strategically engage with media to satisfy specific needs and derive gratification. The study also contributes to the literature on digital communication by providing empirical evidence from a rural community context.