Literature Study: Digital Literacy Skills of Digital Business Students in Distinguishing Original Content and Artificial Intelligence Content on Tiktok Social Media

Adinda Aghnia Fatihin (Universitas Ibn Khaldun Bogor)
Hanun Syahidah Ulfya (Universitas Ibn Khaldun Bogor)
Restiayu Sekar Utami (Universitas Ibn Khaldun Bogor)
Tabita Nurtirta Purwita Sari (Universitas Ibn Khaldun Bogor)
Asti Marlina (Universitas Ibn Khaldun Bogor)

Jurnal Bisnis Digital
Vol. 3 No. 1 (2024): JUNI

The development of Artificial Intelligence (AI) technology has affected the production and distribution of digital content on social media, especially TikTok. AI-based content such as deepfakes and synthetic videos have the potential to cause misperceptions if users do not have adequate digital literacy skills. This study aims to analyze the influence of digital literacy on students' ability to distinguish Artificial Intelligence (AI) content on TikTok social media. The research uses a quantitative approach with a survey method. Data was collected through a Likert scale questionnaire to 75 students of the Digital Business Study Program at Ibn Khaldun University Bogor who actively use TikTok. Data analysis was carried out using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results showed that digital literacy had a positive and significant effect on students' ability to distinguish AI content on TikTok, with a path coefficient value of 0.746 and a P-value of 0.000. These findings confirm that digital literacy plays an important role in shaping students' critical attitudes in dealing with AI-based digital content on social media.