The Influence of Tiktok Social Media and Brand Personality on Generation Z’s Decisions in Choosing Candidates for the Regional Representative Council of South Sulawesi Province Through the Voting Interest Variable

Dylan Lamma Parura (), Nurdin Brasit and Jusni
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Dylan Lamma Parura: Hasanuddin University
Nurdin Brasit: Hasanuddin University
Jusni: Hasanuddin University

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 685-702 from Springer

Abstract: Abstract The objective of this research is to ascertain the impact of the TikTok social media platform and brand personality on individuals’ voting decisions by evaluating their level of interest in voting. This research adopts a quantitative methodology with a descriptive approach. The population of this research is all residents of Makassar City. Determining the sample using the Lemeshow formula obtaineld 100 relspondelnts. Hypothesis testing in this study uses the Smart PLS 3 application. The results of this study show that 1) TikTok social media has a positive and significant influence on voting decisions, 2) brand pelrsonality has a positive and significant influence on voting decisions, 3) intelrelst in voting has a positivel and significant influelncel on delcisions. Choosel, 4) TikTok social meldia has a positivel and significant influelncel on voting delcisions through voting intelrelst, and 5) brand pelrsonality has a positivel and significant influelncel on voting delcisions through voting intelrelst.

Keywords: TikTok; Brand Personality; Voting (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-400-6_49

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DOI: 10.2991/978-94-6463-400-6_49

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