The Influence of TikTok Exposure on Gen Z Fashion Imitation Among University Students in Surabaya
Kata Kunci:
Media exposure, TikTok, Imitation, Fashion, Gen zAbstrak
Social media exerts a major influence on Gen Z students in Surabaya, particularly regarding
the imitation of fashion styles featured on platforms such as TikTok. One notable influence is
the account @cadburylemonade, known as "Mbak Tumbas." This study explores the impact
of TikTok media exposure on dress style imitation behavior. The study involved 400
respondents from five public universities in Surabaya with a margin of error of 5%. The results
indicate that information exposure has a positive effect on the level of confidence/trust.
Based on the t-test, it was found that the calculated t-value is $7.245$, which is greater than
the t-table value of $1.966$ ($7.245 > 1.966$); thus, it can be concluded that H1 is accepted.
Understanding this phenomenon is crucial for developing effective strategies to interact with
this demographic and to manage both the negative and positive impacts of these behavioral
changes.
Referensi
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