THE IMPACT OF TIKTOK SCROLLING ADDICTION ON STUDENT PRODUCTIVITY

Abstract

The increasing use of social media has significantly influenced the daily activities of university students, especially through TikTok. Its personalized algorithm and endless short-video content encourage users to spend more time scrolling, often without realizing how much time has passed. Among students at Universitas Indonesia Membangun (INABA), TikTok has become one of the most popular platforms for entertainment, information, and social interaction. However, excessive use of TikTok may reduce students' focus on academic responsibilities and affect their productivity. This study aims to examine the impact of TikTok scrolling addiction on the productivity of students at Universitas Indonesia Membangun (INABA), Bandung. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to active undergraduate students who use TikTok. The data were then analyzed using descriptive statistics and simple linear regression to determine the relationship between TikTok scrolling addiction and student productivity. The results indicate that TikTok scrolling addiction has a significant negative effect on student productivity. Students who spend excessive time scrolling on TikTok tend to experience difficulties in managing their study time, maintaining concentration during lectures, completing assignments on time, and staying focused on academic goals. The findings also show that prolonged TikTok use is associated with increased procrastination and decreased learning motivation. In conclusion, TikTok scrolling addiction negatively affects the productivity of students at Universitas Indonesia Membangun (INABA). Therefore, students are encouraged to use social media more responsibly by balancing entertainment with academic activities. Maintaining good time management and self-control is essential to improving productivity in the digital era.