The Influence of Gender Equality and Women’s Empowerment Content on the TikTok Accounts @Jazzybaby99 and @Jasminewiljono on Generation Z’s Perception

Aura Islami Santosa; Ayu Wardani

The Influence of Gender Equality and Women’s Empowerment Content on the TikTok Accounts @Jazzybaby99 and @Jasminewiljono on Generation Z’s Perception

Authors

Aura Islami Santosa Universitas Pembangunan Nasional Veteran Jakarta
Ayu Wardani Universitas Pembangunan Nasional Veteran Jakarta

Keywords:

TikTok, gender equality, women’s empowerment perception, Generation Z

Abstract

The purpose of this study is to analyse the influence of gender equality and women’s empowerment content on the TikTok accounts @Jazzybaby99 and @Jasminewiljono on Generation Z’s perceptions. This research employs a descriptive quantitative approach, using multiple linear regression analysis to examine primary data collected from 95 Generation Z respondents selected through purposive sampling. The respondents are Generation Z individuals who follow the influencer accounts @Jazzybaby99 and @Jasminewiljono. The data were collected using a Likert-scale questionnaire, and validity and reliability tests were conducted to ensure the quality of the research instruments. The subsequent research procedures included data collection, data reduction, data presentation, and data verification. The coefficient of determination (R²) reached 90.8%, indicating that the variables of gender equality (X₁) and women’s empowerment (X₂) significantly contribute to enhancing Generation Z’s perceptions regarding the importance of gender equality and women’s empowerment. The findings reveal a positive, significant influence of gender equality and women’s empowerment on followers’ perceptions of the TikTok accounts @Jazzybaby99 and @Jasminewiljono. This result suggests that the higher the level of awareness and acceptance of gender equality and women’s empowerment, the more positive the followers’ perceptions of the content presented by the TikTok accounts @Jazzybaby99 and @Jasminewiljono.

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The Influence of Gender Equality and Women’s Empowerment Content on the TikTok Accounts @Jazzybaby99 and @Jasminewiljono on Generation Z’s Perception