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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

In: Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)

Author

Listed:
  • Dylan Lamma Parura

    (Hasanuddin University)

  • Nurdin Brasit

    (Hasanuddin University)

  • Jusni

    (Hasanuddin University)

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.

Suggested Citation

  • Dylan Lamma Parura & Nurdin Brasit & Jusni, 2024. "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," Advances in Economics, Business and Management Research, in: Arianto Patunru & Mubariq Ahmad & Mursalim Nohong & Arifuddin Arifuddin & Anas Iswanto Anwar & Rakhm (ed.), Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), pages 685-702, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-400-6_49
    DOI: 10.2991/978-94-6463-400-6_49
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