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

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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

Authors
Dylan Lamma Parura1, *, Nurdin Brasit1, Jusni1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: dylanparura@gmail.com
Corresponding Author
Dylan Lamma Parura
Available Online 22 May 2024.
DOI
10.2991/978-94-6463-400-6_49How to use a DOI?
Keywords
TikTok; Brand Personality; Voting
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2024
ISBN
10.2991/978-94-6463-400-6_49
ISSN
2352-5428
DOI
10.2991/978-94-6463-400-6_49How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dylan Lamma Parura
AU  - Nurdin Brasit
AU  - Jusni
PY  - 2024
DA  - 2024/05/22
TI  - 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
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 685
EP  - 702
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_49
DO  - 10.2991/978-94-6463-400-6_49
ID  - Parura2024
ER  -