NURANISA, TRIA MAULIDIA (2026) PENGARUH KEBIASAAN MENJAGA FITUR STREAK TERHADAP LOYALITAS PENGGUNA TIKTOK GEN Z DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kebiasaan menjaga fitur streak terhadap loyalitas pengguna TikTok Generasi Z di DKI Jakarta. Latar belakang penelitian didasarkan pada tingginya intensitas penggunaan TikTok serta hadirnya fitur streak yang mendorong pengguna untuk melakukan interaksi secara konsisten setiap hari sehingga membentuk kebiasaan digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden pengguna TikTok yang aktif menjaga streak, menggunakan teknik purposive sampling. Variabel kebiasaan menjaga streak diukur berdasarkan Theory of Planned Behavior (Ajzen, 1991) yang meliputi attitude, subjective norms, dan perceived behavioral control, sedangkan variabel loyalitas pengguna mengacu pada konsep Hidayat (2009) yang meliputi trust, emotional commitment, switching cost, word of mouth, dan cooperation. Data dianalisis menggunakan IBM SPSS versi 27 melalui uji korelasi, regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa kebiasaan menjaga fitur streak berpengaruh signifikan dan positif terhadap loyalitas pengguna TikTok dengan nilai thitung sebesar 8,554 lebih besar dari ttabel 1,660 serta nilai signifikansi 0,000 < 0,05. Nilai R Square sebesar 0,427 menunjukkan bahwa kebiasaan menjaga streak memberikan kontribusi sebesar 42,7% terhadap loyalitas pengguna, sementara sisanya dipengaruhi oleh faktor lain di luar penelitian ini. This study examines the influence of the habit of maintaining TikTok streaks on user loyalty among Generation Z in DKI Jakarta. The background of this research is the increasing intensity of TikTok usage and the emergence of interactive features such as the streak feature, which encourages users to communicate consistently in order to maintain ongoing interactions. The streak feature indirectly forms repetitive usage habits that are assumed to strengthen users’ emotional attachment and loyalty to the platform. This study is based on the Theory of Planned Behavior (Ajzen, 1991), which explains that behavior is shaped by attitude, subjective norms, and perceived behavioral control, while user loyalty is measured using the dimensions of trust, emotional commitment, switching cost, word of mouth, and cooperation. This research employs a quantitative approach using a survey method with 100 Generation Z TikTok users in DKI Jakarta who actively maintain streaks. The sampling technique used is purposive sampling. Data were analyzed using IBM SPSS version 27 through correlation analysis, simple linear regression, coefficient of determination, and hypothesis testing. The results show a significant influence of streak maintenance habits on TikTok user loyalty, with a correlation coefficient of 0.654 and an R Square value of 0.427, indicating that streak habits contribute 42.7% to user loyalty, while the remaining percentage is influenced by other factors. Keywords: User Habits, TikTok Streak Feature, User Loyalty, TikTok, Generation Z.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010281 |
| Uncontrolled Keywords: | Kebiasaan Pengguna, Fitur Streak TikTok, Loyalitas Pengguna, TikTok, Generasi Z. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.4 Social Change/Perubahan Sosial > 303.48 Causes of Change/Penyebab Perubahan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 03:51 |
| Last Modified: | 02 Apr 2026 03:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101365 |
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