Persepsi Orang Tua terhadap Konten TikTok sebagai Referensi Pemilihan Sekolah Anak
DOI:
https://doi.org/10.52166/ajer.v3i2.13063Keywords:
TikTok, parental perception, school selection, social media, digital education marketingAbstract
The rapid growth of TikTok as a social media platform has transformed information consumption patterns among Indonesian parents selecting schools for their children. This study analyzes parents' perceptions of TikTok content as a reference in school selection decisions through a qualitative phenomenological approach, using in-depth interviews, limited digital observation (netnography), and field notes. Data were collected from 24 parents in Pasuruan who actively use TikTok and have school-age children (6–15 years). Three dominant perception dimensions emerged: (1) cognitive perception, encompassing conditional trust in information credibility and active verification strategies; (2) affective perception, involving emotional responses to school promotional content, including comparative anxiety; and (3) conative perception, manifested in behavioral tendencies in school search processes. This study proposes the Tri-Dimensional Social Media Perception (MPMS-TD) framework, which integrates Theory of Planned Behavior, Uses and Gratifications Theory, and Algorithmic Trust to explain how these three dimensions interact in TikTok-mediated decision-making. The results indicate that TikTok strongly influences the initial school information search stage, but final decisions remain largely shaped by direct experience and peer recommendations. These findings have practical implications for educational institutions formulating digital communication strategies on short-video platforms. The study is limited to one urban district and findings should not be generalized beyond comparable contexts.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Annur, Cindy Mutia. (2024, Maret 6). Iklan TikTok di Indonesia Jangkau 126 Juta Audiens, Terbanyak ke-2 Global. Katadata Insight Center / Katadata. Databoks. https://indd.adobe.com/view/99d51a14-cbfe-48d4-bb25-ace9496ee758?allowFullscreen=true
Bosetti *, L. (2004). Determinants of school choice: Understanding how parents choose elementary schools in Alberta. Journal of Education Policy, 19(4), 387–405. https://doi.org/10.1080/0268093042000227465
Brailovskaia, J., & Margraf, J. (2021). The relationship between burden caused by coronavirus (Covid-19), addictive social media use, sense of control and anxiety. Computers in human behavior, 119, 106720.
Braun, V., & Clarke, V. (2021). Thematic analysis: A practical guide.
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
Erdelez, S. (1997). Information encountering: A conceptual framework for accidental information discovery. Proceedings of an international conference on Information seeking in context, 412–421.
Fogg, B. J., Soohoo, C., Danielson, D. R., Marable, L., Stanford, J., & Tauber, E. R. (2003). How do users evaluate the credibility of Web sites? A study with over 2,500 participants. Proceedings of the 2003 conference on Designing for user experiences, 1–15.
Hemsley‐Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
Holme, J. J. (2002). Buying Homes, Buying Schools: School Choice and the Social Construction of School Quality. Harvard Educational Review, 72(2), 177–206. https://doi.org/10.17763/haer.72.2.u6272x676823788r
Kahneman, D. (2011). Fast and slow thinking. Allen Lane and Penguin Books, New York, 2.
Katz, E. (1974). Utilization of mass communication by the individual. The uses of mass communications: Current perspectives on gratifications research, 19–32.
Kunda, Z. (1990). The case for motivated reasoning. Psychological Bulletin, 108(3), 480–498. https://doi.org/10.1037/0033-2909.108.3.480
Logg, J. M., Minson, J. A., & Moore, D. A. (2019). Algorithm appreciation: People prefer algorithmic to human judgment. Organizational Behavior and Human Decision Processes, 151, 90–103. https://doi.org/10.1016/j.obhdp.2018.12.005
Mergelsberg, E. L. P., Olson, J. L., Moore, S., Jensen, J. F., Seivwright, H., Norman, R., & Watson, N. A. (2022). Providing evidence from practice: Evaluating 4.5 years of implementing diabetes education support program in carbohydrate management. Patient Education and Counseling, 105(7), 2225–2233. https://doi.org/10.1016/j.pec.2022.02.001
Metzger, M. J., & Flanagin, A. J. (2015). Psychological approaches to credibility assessment online. The handbook of the psychology of communication technology, 445–466.
Nurhaliza, F., Putra, Z. H., Hermita, N., & Copriady, J. (2025). Reflexive Thematic Analysis sebagai Strategi Kualitatif dalam Kajian Pendidikan Multikultural. Innovative: Journal Of Social Science Research, 5(3), 5256–5272.
Omar, B., & Dequan, W. (2020). Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage. International Journal of Interactive Mobile Technologies (iJIM), 14(04), 121–137. https://doi.org/10.3991/ijim.v14i04.12429
Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096–3104. https://doi.org/10.1016/j.jbusres.2016.01.025
Shin, D. (2022). How do people judge the credibility of algorithmic sources? Ai & Society, 37(1), 81–96.
Whiting, A., & Williams, D. (2013). Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041
Wilson, T. D. (1999). Models in information behaviour research. Journal of Documentation, 55(3), 249–270. https://doi.org/10.1108/EUM0000000007145
Zhu, C., Xu, X., Zhang, W., Chen, J., & Evans, R. (2019). How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees. International Journal of Environmental Research and Public Health, 17(1). https://doi.org/10.3390/ijerph17010192
