SEPTIANTI, ADEVINA (2026) STRATEGI KOMUNIKASI DALAM EDUKASI KEBUGARAN TUBUH PADA MEDIA SOSIAL TIKTOK @AMELIAFRANSSISCA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of TikTok as a social media platform has made it a medium utilized by influencer s to deliver educational content, including information related to physical fitness. This study aims to analyze the communication strategies implemented by the owner of the TikTok account @ameliafranssisca in educating audiences through TikTok. This research employs a qualitative approach using a case study method. Data were collected through interviews, then analyzed to obtain accurate research findings based on all collected data. The results indicate that the communication strategy is carried out through systematic content planning, material research, the use of storytelling, the delivery of simple and communicative messages tailored to audience characteristics, and the optimization of TikTok features to increase audience engagement. These strategies successfully establish influencer credibility, enhance audience knowledge regarding physical fitness, and encourage the adoption of a healthy lifestyle. This study contributes to the development of digital communication strategy studies, particularly regarding the utilization of TikTok as a fitness education medium, and can serve as a reference for influencer s in developing effective, credible, and audience-oriented educational communication strategies. Keywords: Communication Strategy, Followers Education, Body Fitness, Influencer, TikTok Perkembangan media sosial TikTok telah menjadikannya sebagai platform yang dimanfaatkan influencer untuk menyampaikan edukasi, termasuk mengenai kebugaran tubuh. Penelitian ini bertujuan menganalisis strategi komunikasi yang diterapkan pemilik akun TikTok @ameliafranssisca dalam mengedukasi audiens melalui TikTok. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara kemudian dianalisis untuk mendapatkan hasil penelitian yang akurat berdasarkan semua data yang diperoleh. Hasil penelitian menunjukkan bahwa strategi komunikasi dilakukan melalui perencanaan konten yang sistematis, riset materi, penggunaan storytelling, penyampaian pesan yang sederhana, komunikatif, dan sesuai dengan karakteristik audiens, serta optimalisasi fitur TikTok untuk meningkatkan keterlibatan audiens. Strategi tersebut berhasil membangun kredibilitas influencer, meningkatkan pengetahuan audiens mengenai kebugaran, serta mendorong penerapan gaya hidup sehat. Penelitian ini memberikan kontribusi terhadap pengembangan kajian strategi komunikasi digital, khususnya mengenai pemanfaatan TikTok sebagai media edukasi kebugaran, serta dapat menjadi referensi bagi influencer dalam menyusun strategi komunikasi edukatif yang efektif, kredibel, dan berorientasi pada kebutuhan audiens. Kata Kunci: Strategi Komunikasi, Edukasi Followers, Kebugaran Tubuh, Influencer, TikTok
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