Maharani, Indi Puan (2026) PENGELOLAAN MEDIA SOSIAL PADA AKUN TIKTOK @CRSSSSSA DALAM MENINGKATKAN ENDORSEMENT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Media sosial TikTok menjadi salah satu platform digital yang dimanfaatkan oleh content creator sebagai sarana membangun personal branding dan menjalin kerja sama dengan brand melalui endorsement. Pengelolaan media sosial yang tepat menjadi faktor penting dalam meningkatkan keterlibatan audiens serta menarik perhatian brand. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan media sosial pada akun TikTok @crssssa dalam meningkatkan peluang endorsement. Penelitian ini didukung oleh lima penelitian terdahulu yang mencakup kajian komunikasi digital, media digital, media sosial, pengelolaan media sosial, dan endorsement sebagai landasan konseptual dalam memahami praktik komunikasi di media sosial. Penelitian ini melibatkan enam informan yang terdiri dari satu key informan dan lima informan pendukung. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif. Metode yang digunakan adalah studi kasus pada akun TikTok @crssssa. Pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis secara deskriptif untuk memahami praktik pengelolaan media sosial dalam mendukung aktivitas endorsement. Hasil penelitian menunjukan bahwa pengelolaan media sosial pada akun TikTok @crssssa dilakukan secara terstruktur dan berkelanjutan melalui perencanaan konten, proses produksi, interaksi dengan audiens, serta monitoring dan evaluasi. Konten yang dibagikan berasal dari pengalaman personal dan dikemas secara autentik, sehingga mampu membangun keterlibatan audiens dan membuka peluang kerja sama endorsement dengan brand. Media sosial TikTok berperan sebagai medium komunikasi digital yang mendukung pembentukan hubungan antara content creator, audiens, dan brand. TikTok has become one of the digital social media platforms widely utilized by content creators as a means to build personal branding and establish collaborations with brands through endorsements. Proper social media management is an important factor in increasing audience engagement and attracting brand attention. This study aims to examine how social media management on the TikTok account @crssssa contributes to increasing endorsement opportunities. This research is supported by five previous studies covering digital communication, digital media, social media, social media management, and endorsements as a conceptual foundation for understanding communication practices on social media. This study involved six informants: one key informant and five supporting informants. This study adopts a constructivist paradigm with a qualitative approach. The method used is a case study of the TikTok account @crssssa. Data were collected through interviews, observation, and documentation, and then analyzed descriptively to understand social media management practices in supporting endorsement activities. The results show that social media management on the TikTok account @crssssa is carried out in a structured and sustainable manner through content planning, production processes, audience interaction, as well as monitoring and evaluation. The content shared is based on personal experiences and presented authentically, which is able to build audience engagement and open opportunities for endorsement collaborations with brands. TikTok functions as a digital communication medium that supports the formation of relationships between content creators, audiences, and brands. Keywords: social media management, TikTok, content creator, endorsement, digital communication.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010199 |
| Uncontrolled Keywords: | pengelolaan media sosial, TikTok, content creator, endorsement,komunikasi digital. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 03:50 |
| Last Modified: | 02 Apr 2026 03:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101363 |
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