PENGARUH KONTEN TIKTOK NADYA KHIETNA PUTRI (@MIEAYAMTHEBSTT) TERHADAP TINGKAT KETIDAKPERCAYAAN DIRI (INSECURE) REMAJA DI KOTA BATAM

One of the social media that is great demand by the people of Indonesia is TikTok. TikTok is a social media that is used to create content in the form of short videos. On TikTok someone can become famous because of their content, these people are called tiktokers. One of the Tiktokers with interesting content is Nadya Khietna Putri, whose content has a distinctive feature that is, she makes TikTok videos of lypsinc and dance by displaying cute and adorable facial expressions. Because she has an adorable face, many TikTok users are interested in the content she’s uploads. But behind the many TikTok users who like Nadya's content there are also several other users who feel insecure about her beauty, they feel that they are not beautiful as Nadya and they often compare themselves with Nadya. They mostly young women, felt that they could not be like Nadya, who was often praised and the center of attention. It is because of this phenomenon that researchers want to examine whether there is an influence from Nadya Khietna Putri's TikTok content on the level of insecurity of adolescents in Batam City. The theory used is S-O-R theory which assumes that the media can have an immediate and direct impact on audiences. This study uses a quantitative research design with associative analysis. Data processing in this study used IBM SPSS 25 software. The results showed that the t value for the variable Nadya Khietna Putri's TikTok Content (X) was 5.809 for the level of insecurity (Y) with a significance value of 0.000. This shows that t count is 5.809 > t table is 1.984 with a significance of 0.05, so it can be concluded that H0 is rejected and Ha is accepted. Keyword: Adolescents, Content, Insecure, Nadya Khietna Putri, TikTok