STRATEGI KONTEN DALAM MERAIH ENGAGEMENT PADA MEDIA SOSIAL TIKTOK @INDIAN.AKBAR

INDIROSSA, RAISA (2025) STRATEGI KONTEN DALAM MERAIH ENGAGEMENT PADA MEDIA SOSIAL TIKTOK @INDIAN.AKBAR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of social media has given rise to the profession of content creators, who play a significant role in building audience engagement in the digital space, including on the TikTok platform. The @indian.akbar account is particularly interesting to study because it consistently produces creative content with sustained engagement. This phenomenon demonstrates how a well-planned content strategy can foster two-way interactions and closeness between content creators and their audiences. This research aims to identify the content strategies used by @indian.akbar to achieve engagement on TikTok social media. The research focuses on the content strategy process in achieving engagement on TikTok social media @indian.akbar. The paradigm used is constructivism with a descriptive qualitative approach, employing a single-instrument case study method. Data collection was conducted through observation of TikTok content, indepth interviews with key and supporting informants, and documentation. Data analysis involved the stages of data reduction, data presentation, and conclusion drawing, with data validity tested through source triangulation. The research results indicate that engagement on the TikTok account @indian.akbar is formed through the application of content strategies based on Stephen Bateman's 12 principles, which include determining the target audience, creating high-quality and relatable content, uploading during prime time, consistent content variations centered on entertainment, and human, interactive communication. Additionally, social media management also refers to The Circular Model of Social Media, which emphasizes emotional content, audience insights, routine evaluations, and building emotional connections to enhance audience engagement. Keywords: Content Strategy, TikTok, Engagement, Social Media, Content Creator Perkembangan media sosial mendorong lahirnya profesi content creator yang berperan penting dalam membangun keterlibatan audiens di ruang digital, salah satunya pada platform TikTok. Akun @indian.akbar menjadi menarik untuk dikaji karena secara konsisten menampilkan konten kreatif dengan engagement yang berkelanjutan. Fenomena ini menunjukkan bagaimana strategi konten yang terencana dapat membentuk interaksi dua arah dan kedekatan antara content creator dan audiens. Penelitian ini bertujuan untuk mengetahui strategi konten yang digunakan oleh @indian.akbar dalam meraih engagement di media sosial TikTok. Fokus penelitian mengkaji bagaimana strategi konten konten dalam meraih engagement pada media sosial Tiktok @indian.akbar. Paradigma yang digunakan adalah konstruktivisme dengan pendekatan kualitatif deskriptif metode studi kasus instrument tunggal. Pengumpulan data dilakukan melalui observasi terhadap konten TikTok, wawancara mendalam dengan informan kunci dan pendukung, serta dokumentasi. Analisis data menggunakan tahapan reduksi data, penyajian data, dan penarikan kesimpulan, dengan keabsahan data diuji melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa engagement pada akun TikTok @indian.akbar terbentuk melalui penerapan strategi konten berdasarkan 12 prinsip Stephen Bateman, yang meliputi penentuan target audiens, pembuatan konten yang berkualitas dan relatable, pengunggahan pada prime time, variasi konten yang konsisten seputar entertainment, serta komunikasi yang humanis dan interaktif. Selain itu, pengelolaan media sosial juga mengacu pada The Circular Model of Some yang menekankan konten emosional, berlandaskan insight audiens, evaluasi rutin, dan pembangunan koneksi emosional untuk meningkatkan keterlibatan audiens. Kata kunci : Strategi Konten, Tiktok, Engagement, Media Sosial, Content Creator

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44522010012
Uncontrolled Keywords:	Strategi Konten, Tiktok, Engagement, Media Sosial, Content Creator
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.6 Computer Graphics/Komputer Grafis, Grafika Komputer > 006.69 Special Topics in Computer Graphics/Topik Khusus dalam Grafik Komputer > 006.696 Digital Video/Video Digital 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	30 Jan 2026 08:30
Last Modified:	30 Jan 2026 08:30
URI:	http://repository.mercubuana.ac.id/id/eprint/100788

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