Pengaruh Motif Penggunaan Media Baru Tiktok terhadap Personal Branding Generasi Milenial di Instagram

Tiktok is a new form of new media that serves to provide support in the form of editing. It includes features such as songs and facial effects when creating content videos that last for 30-60 seconds. Different from Instagram, it is a platform of social media that aims to publish photos and videos. Along with the increasing popularity of Tiktok in 2019, a teen named Prabowo Mondardo or better known by his Instagram account @bowo_allpennliebe became viral in Indonesia due to his content videos that was edited from Tiktok and became viral in his Instagram account. Based on that phenomenon, now millennials are also up with the trend; where they create videos from Tiktok and then upload it on Instagram. The purpose of this study is to find out the effect between the use of Tiktok and determine which factor gave the most impact on millennial’s personal branding on Instagram. This research uses a quantitative approach that is assisted with data processing from Statistical Package for Social Science version 26. The results of this study indicate that millennials tend to use Tiktok to fulfill their entertainment needs, and factor that gave the most impact on their personal branding on Instagram is having standard; If they possess the same moral values and beliefs that are relatable to others (followers), thus cause them to achieve fame on Instagram.