<![CDATA[TikTok has become a favorite social media platform used by its users to create and consume short-form video content. The rapid growth of TikTok’s usage is closely tied to its users’ motivations, including self-expression and entertainment. This study aims to examine the influence of self-expression and entertainment motivations on positive attitudes, user engagement, and the intention to continue using TikTok. The research method used is a quantitative approach with convenience sampling via a Google Forms questionnaire. Data analysis employed the SEM-PLS technique, utilizing descriptive tests, an outer model to assess validity and reliability, and an inner model to test hypotheses. The sample consisted of 200 TikTok users in Indonesia. The results indicate that TikTok users driven by self-expression and entertainment motivations have a positive and significant effect on their positive attitudes toward TikTok. Self-expression motivation has a positive and significant effect on user engagement, whereas entertainment motivation does not. Positive attitudes toward TikTok have a positive and significant effect on user engagement. Furthermore, positive attitudes toward TikTok and user engagement have a positive and significant effect on the intention to continue using TikTok. The results of the mediation analysis indicate that entertainment motivation has a full mediating effect on consumer engagement through positive attitudes toward TikTok. Meanwhile, self-expression motivation has a partial mediating effect on consumer engagement through positive attitudes toward TikTok. Positive attitudes also have a partial mediating effect on the intention to continue using TikTok through consumer engagement.]]>
