THE INFLUENCE OF lJSER PARTICIPATION IN TIKTOK PLATFORM

Abstract

TikT ok is the short video platform from China. Although quite popular, in China TikT ok users have decreased. The purpose of this study was to analyze what factors affect users participation. The factors that influence people's views are content marketing, audience psychology and marketing environment. In this study, questionnaire survey was used as a tool to collect the data. The total sample of the study was I 00 respondents, all of whom are Chinese students from President University of Indonesia. Descriptive and multiple regression analyses were used in this study. The results show that audience psycholob and marketing environment have a significant impact on user participation, which means that when the platfon11 pays more attention to the external environment and regularly holds prized events, it will increase user participation. On the other hand, the content marketing has no significant impact on user engagement.