DETERMINANTS OF TIKTOK USAGE AMONG UNIMEL STUDENTS

Abstract

This study aimed to examine the relationship between TikTok usage and three influencing factors, time duration, self-presentation, and stress level among students at Universiti Islam Melaka (UNIMEL). A quantitative research design was employed using a structured online questionnaire distributed to 80 respondents selected through convenience sampling. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 27, applying descriptive statistics and the Pearson correlation test. The findings revealed that self-presentation showed the strongest positive correlation with TikTok usage (r = 0.822, p < 0.001), followed by stress level (r = 0.759, p < 0.001) and time duration (r = 0.497, p < 0.001). These results indicate that psychological and social factors play a greater role in shaping TikTok engagement than the amount of time spent on the platform. The study concludes that TikTok serves as both a source of benefit and potential risk, depending on the user’s self-control and motivation. Therefore, students should cultivate mindful usage habits, while educators and policymakers can leverage TikTok as a tool for creative learning and digital wellbeing. The findings contribute to the growing body of literature on social media behavior by emphasizing the psychological motivations underlying digital engagement among university students.

Keywords: TikTok, self-presentation, stress level, time duration, social media behavior