Analisis Dampak Paparan Video AI Tokoh Publik di TikTok Terhadap Kepercayaan Masyarakat Kota Makassar

Abstract

The balance of Artificial Intelligence (AI) technology has influenced the digital communication process, especially on the TikTok platform, which contains many AI-created videos of public figures that appear realistic. This study aims to determine the impact of exposure to AI videos of public figures on TikTok on public trust in Makassar City. The method used in this study is quantitative with data collection techniques through the distribution of questionnaires to 150 respondents. The data obtained were analyzed using validity tests, reliability tests, simple linear regression analysis, and coefficient tests in the questionnaire with the help of SPSS software. Research findings show that 62.9% believe that the videos they watch on TikTok are created by Artificial Intelligence (AI). The more people view AI video content, the greater its influence on their trust in information on social media. These results align with the theories of Media Exposure, Hyperreality, and Visual Credibility, which explain that the frequency of media use and the realistic visual appearance can shape people's perspectives and assessments of the messages conveyed.