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JUITA: Jurnal Informatika e-ISSN: 2579-8901; Vol. 11, No. 1, May 2023
Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131 125
Selection of TikTok Content Based on User
Engagement Criteria Using the Analytic Hierarchy
Process
Citra Wiguna1, Sri Mulyana2, Retantyo Wardoyo3*
1Department of Information System, Faculty of Informatics, Institut Teknologi Telkom Purwokerto, Indonesia
2,3Department of Computer Science and Electronics, Universitas Gadjah Mada, Indonesia
1citra@ittelkom-pwt.ac.id, 2smulyana@ugm.ac.id, 3*corr-author: rw@ugm.ac.id
Abstract - Indonesia has 106.9 million active TikTok users
aged 18 and above. TikTok is designed for engagement in
many ways, as it actively encourages two-way
communication and eye-catching content. Uploaded
content must have its uniqueness variable. In increasing
the engagement of a TikTok account, criteria are chosen
based on the COBRA concept (consuming, contributing,
and creating) and alternatives based on social media
content trends in Indonesia (tutorial, educational, a day in
my life, behind the scene dan tips and trick). This research
was conducted by implementing the Analytic Hierarchy
Process (AHP) method to select the content that must be
prioritized to get engagement from the wider community.
From the data processing results obtained, tutorial content
is the best content in increasing engagement results,
especially TikTok. Content that has the lowest engagement
is behind the scene content. Further research can be
carried out through a group decision support system with
various related experts. It can also be combined with the
BORDA, TOPSIS, and Profile Matching methods to
optimize ranking results.
Keywords: TikTok, engagement, AHP, COBRA concept.
I. INTRODUCTION
According to [1], social media is a group of Internet-
based applications that build on the ideological and
technological foundations of Web 2.0, allowing the
creation and exchange of User Generated Content. Social
media is precious because it not only fulfills the needs
and interests of users but also encourages the audience to
be interactive. Social media engagement theory has been
discovered previously by [2], followed by [3], who
researched to expand the model that focuses on social
interaction between users supported by social media
platforms provided by an organization.
Social media users have increased by 12.35% from
the previous year. In 2022, social media users in
Indonesia will reach 191 million. The type of social
media that is widely used and has the first rank, namely
WhatsApp, followed by Instagram, Facebook, TikTok,
and Telegram [4]. Based on the advertising audience
reach numbers published in TikTok self-service tools in
July 2022, the latest data show data Indonesia has 106.9
million active tiktok users aged 18 and above [5].
Launched in 2016, TikTok is one of the most popular
mobile short-form video apps, with more than 400
million active users worldwide. On it, users create and
share short, inventive videos and bizarre memes [6].
TikTok is designed for engagement in many ways, as it
actively encourages two-way communication and eye-
catching content. Uploaded content must have its
uniqueness variable because it will not spread widely and
negate the value of TikTok's design and engagement
potential [7]. The success of TikTok is due to three
equally important components: the platform, the
creators, and the fans. The platform provides technical
support and traffic for the creators and provides content
recommendations to fans; the creators, who produce
videos for the platform, interact with fans by forwarding,
commenting, liking, sharing, and following; and the fans
launch challenges or supports to the creators by
distributing content and engaging in community
distribution on the platform [8].
TikTok has a music library containing various music
tracks and technical possibilities for using sound
accompaniment. The differences between TikTok
application as a social network can be summarized as
follows: user-friendly interface, built-in video editor
with advanced functionality, the ability to add links to
the website, YouTube, and Instagram in the profile
header, availability of hashtags for video search and
promotion, intelligent recommendation system allows
you to become popular, regardless of the subscribers'
number [9]. This research also explains that TikTok has
a variety of exciting content that many users have
JUITA: Jurnal Informatika e-ISSN: 2579-8901; Vol. 11, No. 1, May 2023
126 Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131
produced, such as duets and reactions [10], songs and
dances, parodies/gags/pranks, reviews, social videos,
tips and instructions, thematic selections, backstages,
answers to questions, challenges. TikTok also has the
ability for users to create and promote content and uses
powerful artificial intelligence algorithms to manage the
content recommendation system in various aspects [9]
and [11]. In line with this research, taking content as an
alternative to TikTok has also been adapted to trends in
Indonesia. Seventeen trends in TikTok content have been
found during the literature review process. This research
only uses 5 TikTok content that appears the most and is
used by various sources. Alternatives in this research are
tutorial content, educational content, a day in my life
content, behind-the-scenes content, and tips and tricks
content.
User engagement on social media is part of the user
experience, psychological state, and behavior [3].
Therefore, user involvement is divided into two
psychological components: 1) individual involvement
and 2) personal meaning. The individual engagement has
been found to increase passion and motivation to
participate on social media accounts. Meanwhile,
personal meaning is defined as the extent to which users
feel the fulfillment of their needs and interests.
The use of criteria looks at the concept of COBRA
[12]. COBRAs were categorized into three dimensions
corresponding to a gradual involvement with brand-
related content on social media: consuming,
contributing, and creating. The consuming COBRA type
represents a minimum level of online brand-related
activeness. It denotes participating without actively
contributing to or creating content. People who consume
watch the brand-related videos that companies or other
people make view the product ratings and reviews others
post, and the dialogues between members of online brand
forums. The contributing COBRA type is the middle
level of online brand-related activeness. It denotes both
user-to-content and user-to-user interactions about
brands. People who contribute to brand-related content
converse on a brand's fan page on a social networking
site, contribute to brand forums and comment on blogs,
pictures, videos, and any other brand-related content that
others have created. The creating COBRA type
represents the ultimate level of online brand-related
activeness. It denotes actively producing and publishing
the brand-related content others consume and contribute
to. People that create and write brand-related weblogs
post product reviews, build and upload branded videos,
music, and pictures, or write articles on brands [12].
This study investigates the roles of gratifications-
sought, narcissism, and personality traits in TikTok
engagement behaviors (i.e., contribution, enhancement,
and creation) in China [8]. In conceptualizing marketing-
related social media content usage, [12] introduced a
three-factor framework, namely consuming,
contributing, and creating, to measure consumers'
engagement activities. Reference [13]-[15] generally
agree that these three dimensions constitute consumer
behavioral engagement with social media content.
Based on [16], the use of the AHP fuzzy method can
determine the highest ranking in displaying news feeds
on social media. This research uses status reports,
photos, videos, interactions, app actions, and reactions
from people, blogs, and networks on social media that
individuals follow to determine which newsfeed post
will first appear on social media homepages. The
highest-ranking post is commented number, and the
lowest is a picture embedded.
Reference [17] also reviews the determination of
social media selection criteria to increase student
participation in government. This study also tries to
develop a hierarchy to evaluate social media preferences
and prioritize social media that are currently popular to
support e-participation. This study uses 11 social media
selection criteria to increase participation and the eight
most suitable alternative solutions. The combination of
fuzzy AHP and TOPSIS is applied in this research. Fuzzy
AHP is used to determine social media weights to
increase government participation, and TOPSIS is used
to determine social media preferences. The results of this
study indicate that LINE is an alternative social media
solution with the highest priority, while Wiki has the
lowest priority.
Based on the explanation described above, this study
aims to provide content recommendations that must be
prioritized to improve the performance of a TikTok
social media account using the Analytic Hierarchy
Process (AHP) method.
II. METHOD
The research method in Fig. 1 is carried out with five
main stages to provide a solution for selecting TikTok
content based on User Engagement Criteria. These steps
are described as follows:
The first stage begins with problem identification,
namely observing a TikTok social media account related
to the content that will be released. It was found that
around 17 TikTok content can increase an account's
engagement [18]- [19]. This research uses the top five
most used content such as a tutorial, educational, a day
in my life, behind the scenes, and tips and tricks. A
literature review was conducted in the second stage
regarding the factors used to increase user engagement.
JUITA: Jurnal Informatika e-ISSN: 2579-8901; Vol. 11, No. 1, May 2023
Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131 127
This research uses the COBRA concept (consuming,
contributing, and creating). The third stage, data
collection, was carried out by interviewing Decision
Makers, namely experts in the user experience of social
media, after setting the COBRA concept as the criteria
and TikTok content as an alternative. The fourth stage
was data processing using the AHP method. Where are
the steps in the AHP method shown in Fig. 2. The fifth
stage is selecting the best TikTok content to increase user
engagement based on the results of AHP data processing.
This research is included in quantitative research. The
object of research is the social media TikTok, with
research time ranging from August to December 2022.
Based on Fig. 2, it is explained in detail the steps in
implementing the AHP method for this research. The
steps are defined as follows:
1. Identify the criteria in this study using the user
engagement dimension based on the COBRA
concept (Consuming, Contributing, and Creating),
and identify alternatives that will be compared
between the type of content and user engagement.
Arranging these criteria in a matrix of pairs as in
(1).
(1)
2. Determine priority comparison between criteria
3. Calculating priority criteria using a pairwise
comparison matrix to then normalize. Normalize
each column by dividing each column by dividing
each value in i column and j row by the total value
of each column.
4. Determine WSF (Weight Single Factor) with the
(2).
(2)
5. The next stage is the consistency test such as
determining the weight of the criteria,Weight
Single Factor, calculating value Consistency
Factor, λmax, Consistency Index dan Consistency
Ratio as in (3).
(3)
Fig. 1 The research stages
Fig. 2 AHP stages
JUITA: Jurnal Informatika e-ISSN: 2579-8901; Vol. 11, No. 1, May 2023
128 Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131
Determine the value of CF (Consistency Factor)
with the (4).
(4)
Calculating or average CF value with the
(5).
(5)
Calculate CI (Consistency Index) using (6).
(6)
Measuring the entire consistency of the
assessment using the consistency ratio (CR) with
the (7).
(7)
6. The process is continued by determining priority
comparisons between alternatives and then
calculating priority criteria using a comparison
matrix and then normalizing.
7. Ranking is done after calculating the weight of the
alternatives on each criterion, which is then
carried out in a pairwise comparison matrix
between the alternative weight matrices and the
criteria weight matrix.
III. RESULT AND DISCUSSION
A. Determining Criteria and Alternatives
Determining the criteria for user engagement on
TikTok is based on the COBRA concept, namely
consuming, contributing, and creating, then testing is
carried out on alternatives based on TikTok content as
follows: tutorials, education, a day in my life, behind the
scene, and tips and tricks. The initial hierarchy of TikTok
content selection is shown in Fig. 3.
B. Carrying out Pairwise Comparisons of Criteria
Pairwise comparisons are filled in by related DM.
Pairwise comparisons consist of pairwise comparisons
based on objectives, namely the selection of tiktok
content based on consuming (C1), contributing (C2), and
creating (C3) criteria. In pairwise comparisons, the
number 1 is placed diagonally to indicate that the
comparison between the same criteria has a value of 1.
Fig. 3 The initial hierarchy of TikTok content selection
JUITA: Jurnal Informatika e-ISSN: 2579-8901; Vol. 11, No. 1, May 2023
Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131 129
Then fill in the upper diagonal value 1 with the
comparison that has been obtained. Here are the results:
C1 compared to C2 0,667
C2 compared to C3 0,286
C2 compared to C3 0,333
To get the value of the lower part of the diagonal
value 1, it is done by dividing it by the value of the
pairwise comparison results obtained. The following is a
pairwise comparison between criteria based on
objectives, as seen in Table I.
After pairwise comparisons based on the criteria,
normalization is carried out on the comparison data by
dividing each data in the column by the amount of data
in each column, then totaling it to get a value of 1. The
normalization matrix can be seen in Table II.
C. Determine the Eigenvector
The next step after normalizing the pairwise
comparisons is calculating the Eigenvector values. This
value is obtained by adding up each data in each row and
then calculating the average. The results are shown in
Table III.
D. Determine Weight Single Factor (WSF)
After determining the Eigenvector value, the next
step is to determine the WSF value by calculating the
matrix between the pairwise comparison matrices and
the Eigenvector matrix., The following is the calculation
result :
TABLE I
PAIRWISE COMPARISONS BETWEEN CRITERIA
Criteria
Comparison Matrix
C1
C2
C3
C1
1.000
0.667
0.286
C2
1.500
1.000
0.333
C3
3.500
3.000
1.000
Total
6.000
4.667
1.619
TABLE II
TABLE NORMALIZATION OF THE CRITERIA MATRIX
C1
C2
C3
C1
0.167
0.143
0.176
C2
0.250
0.214
0.206
C3
0.583
0.643
0.618
TOTAL
1.000
1.000
1.000
TABLE III
TABLE EIGENVECTOR
NO.
EIGENVECTOR
C1
0.162
C2
0.223
C3
0.615
TOTAL
1.000
E. Determine Consistency Factor (CF)
The next step is to divide the WSF value by the
Eigenvector value. Here's the calculation:
CF first row =
= 3,003
CF second row =
= 3,005
CF third row =
= 3,013
F. Determine lambda
The next step determines the value of λmax by
calculating the average of the calculated CF values.
G. Determine Consistency Index (CI)
The next step is to determine CI based on the
following formula:
H. Determine Consistency Ratio (CR)
The last step in the consistency test is to determine the
consistency of the ratio with the following formula:
=
= 0,007
A certain level of consistency is needed in prioritizing
to get the best value. Nilai CR ≤ 0 is the consistency
value. If not, revision is required. For the results of the
CR calculation above, it can be concluded that the CR
value is 0.007≤0.01, or it can be said that the value is
consistent. The following consistency test data can be
seen in Table IV.
TABLE IV
TABLE CONSISTENCY TEST CALCULATION
Criteria
Eigenvector
WSF
CF
CI
CR
C1
0,162
0,487
3,003
3,007
0,004
0,007
C2
0.223
0,671
3,005
C3
0,615
1,852
3,013
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130 Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131
I. Calculation of Alternative Paired Matrix
After pairwise comparisons based on the objective of
the criteria, the next process is to carry out pairwise
comparisons starting from the first criterion, namely the
consuming criterion (C1) to the alternatives. A pairwise
comparison of consuming criteria can be seen in Table
V. After pairwise comparisons based on the criteria, the
comparison data is normalized to get a value of 1. The
normalization matrix can be seen in Table VI. After
carrying out pairwise comparisons based on the
consuming criteria (C1), then do it in the same way to get
the results of the pairwise comparisons and
normalization of the contributing (C2) and creating (C3)
criteria.
J. Determine Eigenvector Alternatif
The next step after normalizing the alternative matrix
is finding each alternative's Eigenvector value.
Calculations are made starting from alternatives based on
criteria C1, C2, and C3. The Eigenvector value is
obtained by adding up each data in each row and then
calculating the average. Here are the results shown in
Table VII.
Based on Table VII, it can be seen that in criterion C1
(Consuming), Tips and Trick content has the smallest
value, namely 0.082, and the most significant value is
educational content with a value of 0.384 indicating the
highest level of content importance in the consuming
criteria is educational content. The contributing criterion
(C2) has the most significant value of 0.339 with a day
in my life content, and the smallest value is 0.098 with
behind the scene content, indicating that the highest level
of importance in the contributing criteria is a day in my
life content. Finally, the creating criterion (C3) has the
most significant value of 0.363 with tutorial content, and
the smallest value is 0.088 with a day in my life content,
indicating that the highest level of importance in the
creation criterion is tutorial content.
TABLE V
TABLE PAIRED COMPARISON OF ALTERNATIVES WITH
CONSUMING CRITERIA (C1)
C1
A1
A2
A3
A4
A5
A1
1.000
0.667
2.500
3.250
3.500
A2
1.500
1.000
3.000
3.750
4.000
A3
0.400
0.333
1.000
1.750
2.000
A4
0.308
0.267
0.571
1.000
1.250
A5
0.286
0.250
0.500
0.800
1.000
Total
3.493
2.517
7.571
10.550
11.750
TABLE VI
TABLE CRITERION NORMALIZATION WITH CONSUMING
CRITERIA (C1)
C1
A1
A2
A3
A4
A5
A1
0.286
0.265
0.330
0.308
0.298
A2
0.429
0.397
0.396
0.355
0.340
A3
0.115
0.132
0.132
0.166
0.170
A4
0.088
0.106
0.075
0.095
0.106
A5
0.082
0.099
0.066
0.076
0.085
Total
1.000
1.000
1.000
1.000
1.000
TABEL VII
RESULTS OF ALTERNATIVE WEIGHTING BASED ON CRITERIA
K. Alternative Ranking
The final step after the alternative Eigenvector
process is carried out, the next step is the ranking process
or determining the priority weight value by calculating
the matrix between the results of the criterion
Eigenvector and the results of the alternative
Eigenvector. The following is the result of the
calculation shown in Table VIII.
Based on alternative ranking calculations, it can be
seen that the highest score is tutorial content with a value
of 0.312, the second is educational content with a value
of 0.287, the third is a day in my life content with a value
of 0.153, the fourth is tips and tricks content with a value
of 0.139 and the last is content behind the scene with a
value of 0.139. Based on this ranking, it can be
concluded that the highest score is owned by tutorial
content, and the lowest score is owned by behind the
scene content. The results obtained from the alternative
ranking calculations above are that behind the scene
content does not have a high level of engagement based
on the COBRA concept (consuming, contribution and
creation).
TABLE VIII
ALTERNATIVE RANKING RESULTS
Alternative
Score
A1
0.312
A2
0.287
A3
0.153
A4
0.109
A5
0.139
Weight/ Eigenvector
C1
C2
C3
A1
0.297
0.182
0.363
A2
0.384
0.250
0.275
A3
0.143
0.339
0.088
A4
0.094
0.098
0.117
A5
0.082
0.132
0.158
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Selection of TikTok Content … | Wiguna, C., Mulyana, S., Wardoyo, R., 125 – 131 131
IV. CONCLUSION
This research discusses the type of content on social
media, TikTok, with excellent engagement. This study
uses criteria based on the COBRA concept (consuming,
contributing, and creation). Based on the results of
calculations using the AHP method, tutorial content is
the best content in increasing engagement results,
especially TikTok. Further research can be conducted
using a group decision support system with various
experts. It can also be combined with the BORDA,
TOPSIS, and Profile Matching methods in optimizing
ranking results.
ACKNOWLEDGEMENT
Acknowledgments are given to Institute for Research
and Community Service (LPPM) Telkom Institute of
Technology Purwokerto, which has provided funding
support for this research.
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