THE ROLE OF TIKTOK IN ACCELERATING THE ACQUISITION OF VIRAL INFORMATION AMONG UNIVERSITY STUDENTS (INABA)

Abstract

This study aims to analyze the role of the TikTok application in accelerating the acquisition of viral information among students of Universitas Indonesia Membangun (INABA). The study employed a descriptive qualitative method, with data collected through interviews with active university students as informants and supported by a literature review. The analysis was based on Everett M. Rogers' Diffusion of Innovations Theory, which explains how information spreads through communication channels. The findings indicate that TikTok serves as the primary platform for obtaining information about trending issues, current events, and viral topics. The For You Page (FYP) feature enables information to spread rapidly and allows users to access it without actively searching for it. The high frequency of TikTok usage also makes the platform more popular than other social media platforms as a source of information. Nevertheless, the study found that students recognize the importance of verifying information obtained from TikTok through other credible sources before trusting or sharing it. Therefore, TikTok has proven to be an effective platform for accelerating information dissemination among university students. However, its use should be accompanied by digital literacy and critical thinking to ensure that the information received remains accurate and reliable.