THE EFFECTIVENESS OF USING TIK TOK MEDIA IN INCREASING SOCIAL ENTREPRENEURSHIP ON CONSUMPTIVE BEHAVIOR Alni Dahlena, Tetep, Eldi Mulyana, Triani Widyanti, Slamet Nopharipaldi Rohman
Institut Pendidikan Indonesia Garut
Abstract
The improvement of computerized innovation additionally impacts the advancement of public activity in the public eye. The digitalization era was born with the emergence of media that is increasingly sophisticated and facilitates human transaction activities, thereby influencing the increase in people^s consumptive behavior. One example of this is the presence of tick-tock media in the conduct of social entrepreneurship. Particularly in the development of the digitalization era, it 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 level of effectiveness of using tick-tock media to encourage social entrepreneurship and consumption in society. Data collection methods include tests and non-tests, followed by data analysis methods that include 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 media tik-tok effectiveness in social entrepreneurship activities can be interpreted as follows: 2) The level of influence that Tik Tok 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 has the potential to have an effect on society^s rising consumption habits.
Keywords: consumption behavior, social entrepreneurship, and Tik Tok media.
