The Effectiveness of Using Tik Tok Media in Increasing Social Entrepreneurship on Consumptive Behavior

Tetep Tetep (), Alni Dahlena, Astried Nurjanah, Eldi Mulyana, Triani Widyanti, Slamet Nopharipaldi Rohman, Lili Dianah and Hendro Sugiarto
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Tetep Tetep: Garut Indonesian Institute of Education
Alni Dahlena: Garut Indonesian Institute of Education
Astried Nurjanah: Garut Indonesian Institute of Education
Eldi Mulyana: Garut Indonesian Institute of Education
Triani Widyanti: Garut Indonesian Institute of Education
Slamet Nopharipaldi Rohman: Garut Indonesian Institute of Education
Lili Dianah: Garut Indonesian Institute of Education
Hendro Sugiarto: Garut Indonesian Institute of Education

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 299-305 from Springer

Abstract: Abstract The improvement of computerized innovation impacts public activity advancement in the public eye. The digitalization era was born with increasingly sophisticated media that facilitates human transaction activities, thereby influencing the increase in people’s consumptive behaviour. One example of this is the presence of Tiktok media in social entrepreneurship. The development of the digitalization era has shifted traditional methods of human activity, particularly in digital-based economic activities. as a social structure for balancing desires and needs. This study aims to determine the effectiveness of using TikTok media to encourage social entrepreneurship and societal consumption. Data collection methods include tests and non-tests, followed by data analysis methods, including a systematic literature review with VOSviewer processing biometrics and analysis with IBM SPSS 27. The research method is quantitative and quasi-experimental. The percentage of TikTok media effectiveness in social entrepreneurship activities can be interpreted as follows: 2) The level of influence that TikTok media has had on people’s consumption habits. As a result, it is clear that the utilization of tick-tock media is a component of an effort to carry out social entrepreneurship activities and can potentially affect society’s rising consumption habits.

Keywords: consumption behaviour; social entrepreneurship; TikTok media (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-443-3_40

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DOI: 10.2991/978-94-6463-443-3_40

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