This research aims to investigate the use of the TikTok account
@rossiii____ to demonstrate self-confidence among young women in
the IKRA GSP community, and further, to identify the motives and
gratifications they derive from consuming this specific media content.
TikTok has rapidly become a dominant global social media platform,
with content creators like @rossiii____, who specialize in clothing and
fashion ideas, significantly shaping young people's choices and public
self-expression.
In this research employs an Interpretative Paradigm and employs a
Descriptive Qualitative Approach with a Case Study design. Data
collection was conducted systematically through observations of
community members, in-depth interviews with key informants from
young women in IKRA GSP, and careful documentation of TikTok
content. This study is theoretically grounded in Uses and
Gratifications Theory, analyzing findings based on audience motives
(Information,
Personal
Identity,
Social
Integration,
and
Entertainment) and the resulting gratifications. This analysis critically
links the use of this media to three components of self-esteem:
cognitive (acquisition of knowledge about wardrobe coordination),
affective (generation of positive feelings and motivation), and conative
(behavioral actions in implementing new styles). This study is expected
to provide a comprehensive framework for understanding how very
specific social media content is actively sought and used by young
women to fulfill their needs for expression and increase their self
esteem, enriching the application of Uses and Gratifications Theory in
the digital fashion influence landscape.