THE EFFECTS OF ESCAPISM AND SELF-EXPRESSION ON GENERATION Z TIKTOK USERS WITH USER ENGAGEMENT AS MEDIATING VARIABLE Andrae Ojeda Lumaquez
Universitas Mercu Buana
Abstract
The research aims to explore and assess the impact of hedonistic experiences, specifically escapism and self-expression, on user intention to use the TikTok app, with user engagement serving as a mediator. The study focuses on TikTok users aged between 15 and 23 years old residing in major Indonesian cities, including JaBoDeTaBek, Bandung, Semarang, Yogyakarta, and Surabaya. Employing non-probability sampling, specifically purposive sampling, the research gathered quantitative data through a survey method utilizing Google Forms to distribute questionnaires. The questionnaire, designed with criteria and value weights based on a Likert scale, was completed by 213 TikTok users, resulting in a 100% return rate. Data analysis was conducted using descriptive analysis techniques, with the Partial Least Square (PLS) approach implemented through the SmartPLS version 3.2.9 software program. The findings of this research indicate that for Genz Tiktok users: (1) Escapism has a positive and significant influence on User Intention, (2) Escapism has a positive and significant influence on User Engagement, (3) Self-expression has a positive and significant influence on User engagement. (4) Self-expression has a positive but not significant influence on User Intention. (5) User Engagement has a positive and significant influence on User Intention. (6) User Engagement partially mediates escapism and user intention. (7) User Engagement fully mediates self-expression and user intention.
Keywords: Hedonism, Escapism, Self-expression, User Engagement, User Intention
