Motivasi Mahasiswa di Banda Aceh dalam Melakukan Live Streaming di Tiktok

Abstract

The live streaming phenomenon on social media platforms like TikTok has become a significant activity among college students, triggering a shift from passive consumption to real-time content production. This study aims to identify the most dominant categories and types of motivations driving the active participation of students in Banda Aceh as TikTok live streamers. The study employed a mixed methods approach, predominantly quantitative. Quantitative data were collected through a structured questionnaire from 250 active college students, which were analyzed using descriptive statistics. Complementary qualitative data were obtained through semi-structured interviews with 10 key respondents, which were analyzed thematically to provide in-depth interpretations. The results showed that student motivation is Dualistic Functional and dominated by internal factors. Quantitatively, Intrinsic Motivation has the highest mean, with Self-Expression/Creativity (Mean 4.55) and Entertainment (Mean 4.49) as the main drivers. However, Personal Branding Development (Extrinsic, Mean 4.41) is also very dominant, surpassing financial motives. In conclusion, students in Banda Aceh primarily use live streaming to fulfill affective needs (self-expression) as a means of catharsis and psychological validation (according to Uses and Gratifications Theory). Furthermore, they consciously utilize live streaming as a strategic tool to create digital social capital and enhance their self-esteem for future career prospects. These findings recommend the need to integrate digital branding activities into the campus curriculum.