Pengaruh Penggunaan Tiktok Terhadap Perilaku Karyawan Dalam Menjalin Pertemanan di Lingkungan Kerja : Studi Regresi pada PT Gabungan Era Mandiri

Joshua Winata (Universitas Bina Sarana Informatika)
Maya May Syarah (Universitas Bina Sarana Informatika)
Herman Herman (Universitas Bina Sarana Informatika, Jakarta, Indonesia)

Brand Communication
Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet

The purpose of this research is to analyze the effect of TikTok usage on employees' behavior in establishing and maintaining friendships in the workplace environment of PT Gabungan Era Mandiri. This study employs a quantitative approach using a survey method, with questionnaires distributed as the primary data collection instrument. The main theoretical framework applied in this research is the Uses and Gratifications Theory, which explains how individuals actively use media to fulfill their needs and obtain specific gratifications. This theory views media audiences as active users who have the autonomy to select and utilize media according to their personal motives and objectives. The quantitative approach adopted in this study is grounded in the post-positivist paradigm, characterized by the use of numerical data, systematic observation and measurement processes, and hypothesis testing through statistical analysis to produce objective and measurable research findings.