The Use of Social Media and the Quality of Information on the TikTok Account of Pandawara Group on Follower Satisfaction

Abstract

This study aims to examine how the use of TikTok by the Pandawara Group specifically affects follower satisfaction levels. It will also investigate how the quality of information on the Pandawara Group's TikTok account affects follower satisfaction and how social media usage interacts with the quality of information on that account to influence overall follower satisfaction. The type of research is quantitative, sampling determination using probability sampling, through purposive sampling technique. The sample determination technique uses the Slovin's formula, with a margin of error of 0.5% and a sample size of 400 respondents who are users of the TikTok social media platform and followers of the Pandawara Group. Findings: Out of 400 people surveyed, 157 were men (or 39.3%), and 243 were women (or 60.8%). The researchers used Statistical Product and Service Solutions (SPSS) Version 27 to process the data. The Uses and Gratifications Theory, which states that media users actively choose and use media, was also utilized by the researchers. The research results indicate that Ho1, Ho2, and Ho3 were rejected, but Ha3 was accepted. These results indicate that follower satisfaction is influenced by social media usage and the quality of information on the TikTok account of the Pandawara Group. As a result, user satisfaction increased as a result of the combination of social media use and high-quality information. This study aims to provide new insights into the relationship between follower satisfaction and social media usage as well as content quality on the TikTok account of the Pandawara Group. Future researchers are advised to select diverse subjects and populations because this field has not been thoroughly studied in previous research. This will enrich the results of future studies.