Development of Tiktok-Based digital content for public relations of a master’s program

This research aimed to develop a digital content set for public relations of the Master of Science in Industrial Education Program in Learning Technology and Mass Communication on the TikTok platform, and to evaluate its quality, user perception, and satisfaction. The sample consisted of 50 followers of the TikTok channel: ect.kmutt.official, selected through accidental sampling. The results were as follows: developed media included three infographic posters (program introduction, study plan, and teaching and learning atmosphere) and three short videos disseminated via TikTok. The results indicated that the quality of content was rated at a very good level ("X" ̅ = 4.56, S.D. = 0.50), and the quality of media presentation was also rated at a very good level ("X" ̅ = 4.67, S.D. = 0.48). In addition, the perception of the sample group was at the highest level ("X" ̅ = 4.80, S.D. = 0.42), and overall satisfaction was rated at the highest level ("X" ̅ = 4.81, S.D. = 0.40). These findings suggest that the developed digital content set was effective and suitable for practical use in program promotion on the TikTok platform via the content presented in short episodic segments, with each episode having a duration of no more than two minutes.