Investigating the Factors Influencing Switching Intention Toward Content Creators on TikTok

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Anisputri Daud, Nilover (2025) Investigating the Factors Influencing Switching Intention Toward Content Creators on TikTok. Undergraduate thesis, Institut IPMI.

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Abstract

Social media has been a big part of daily existence, particularly for Generation Z in Indonesia. TikTok is among the world’s most popular platforms and many content creators have built an audience on it. However, on social media, there is an increasing number of users simply unfollowing content creators without people clearly understanding the factors, a phenomenon referred to as switching intention. Although previous studies have discussed this topic from different angles, the use of the Push-Pull-Mooring (PPM) model has not been common, especially among Indonesian TikTok users (Rachmakinanti, C. A. S., 2024). The purpose of this study is to examine the influence of Interest Decline (ID), Negative Vibes (NV) and Cancel Culture (CC) on the user’s intention to unfollow the creators. Employing Structural Equation Modelling with SmartPLS 3 and 4, responses were gathered from 200 young Indonesian TikTok users between the ages of 18-25. Results indicate that Interest Decline (ID) and Cancel Culture (CC) have a significantly positive impact on switch intention. Negative Vibes (NV), on the other hand, had a smaller impact. Interest Decline (ID) was the top reason for unfollowing out of all three. These results could be instructive for influencers, brands and even platform managers eager to know what drives people not to come back — and what they might have done to keep them interested. Keywords: TikTok, Switching Intention, Interest Decline (ID), Cancel Culture (CC), Push-Pull-Mooring, Generation-Z, Indonesia

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 07:50
Last Modified: 17 Dec 2025 07:50
URI: http://repository.ipmi.ac.id/id/eprint/2911

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