RAHAYU, SUCI (2024) Optimalisasi Media Sosial Tiktok Sebagai Sarana Social Media Entrepreneurship; (Studi Deskriptif Pada Makeup Artist Aldira @Makeupbyaldira). S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This research analyzes the optimization of social media Tiktok as a means of social media entrepreneurship on the TikTok account of Aldira Sita, who is a young makeup artist (MUA) who is famous on TikTok with the account name @makeupbyaldira. Aldira has 46.1 K followers (followers) and 1.6 M likes (Likes). This research also wants to understand Social Media Entrepreneurship from the perspective of Social Construction of Technology. Before the existence of TikTok social media, it was difficult for an MUA named Aldira Sita to develop her MUA business due to the lack of information dissemination, but after Aldira Sita used TikTok social media, her MUA business was able to develop as expected. TikTok social media made him famous from the content he uploaded. This content is what makes Aldira Sita often get MUA jobs. The approach used in this research uses a constructivist paradigm with descriptive study methods. Data collection in this research used in-depth interview techniques. The informant in this research is Aldira Sita and audiences who use Aldira's MUA services are interested after watching her videos on TikTok. The relationship between researchers and reality must be interactive, because it uses the principle of triangulation, namely triangulation of sources, triangulation of data collection techniques, and time. The research results show that optimization begins with determining the market or interests, regularly uploading videos on a regular schedule, video innovation and building communication by responding to comments on videos, maximizing the management of the Live Tiktok feature and the yellow basket on Tikok social media, uploading videos using FYP music increase the potential for the video to go viral so that it can reach a wider audience. Tiktok social media can be used as a means of business promotion and dissemination of information including MUA content which will lead to the economy where promotional media will generate rupiah coffers or economic profits. Penelitian ini menganalisis optimalisasi media sosial Tiktok sebagai sarana social Media Entrepreneurship pada akun tiktok Aldira Sita yang merupakan seorang makeup artist (MUA) muda yang terkenal di TikTok dengan nama akun @makeupbyaldira. Aldira memiliki 46.1 K pengikut (follower) dan 1.6 M suka (Like). Penelitian ini juga ingin mengetahui Social Media Entrepreneurship dari perspektif Social Construction of Technology. Sebelum adanya media sosial TikTok, MUA bernama Aldira Sita sulit untuk mengembangkan bisnis MUAnya dikarenakan minimnya penyebaran informasi, namun setelah Aldira Sita menggunakan media sosial TikTok bisnis MUAnya dapat berkembang sesuai yang diharapkan. Media sosial TikTok membuatnya terkenal dari konten-konten yang di uploadnya. Konten- konten tersebut yang membuat Aldira Sita sering mendapatkan pekerjaan MUA. Pendekatan yang digunakan dalam penelitian ini menggunakan paradigma konstruktivis dengan metode studi deskriptif. Pengumpulan data pada penelitian ini menggunakan teknik wawancara mendalam. Informan dalam penelitian ini adalah Aldira Sita dan khalayak yang menggunakan jasa MUA Aldira dikarenakan tertarik setelah menonton videonya di TikTok. Hubungan antara peneliti dengan realitas harus bersifat interaktif, untuk itu menggunakan prinsip tringulasi yaitu triangulasi sumber, triangulasi teknik pengumpulan data, dan waktu. Hasil penelitian menunjukan, optimalisasi diawali dengan penentuan pasar atau minat, rutin unggah video dengan jadwal yang teratur, inovasi video dan membangun komunikasi dengan cara merespon komentar-komentar di video, memaksimalkan pengelolaan fitur Live Tiktok dan keranjang kuning yang ada pada media sosial Tikok, mengunggah video menggunakan musik yang sedang FYP meningkatkan potensi video akan viral sehingga lebih banyak jangkauan penonton. Media sosial Tiktok dapat digunakan sebagai sarana promosi usaha dan penyebaran informasi termasuk konten MUA yang akan bermuara kearah ekonomi dimana media promosi akan menghasilkan pundi-pundi rupiah atau keuntungan ekonomi.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55222110019 |
| Uncontrolled Keywords: | Social Media Entrepreneurship, Social Construction of Technology (SCOT), makeup artist (MUA), Social Media Tiktok. Social Media Entrepreneurship, Social Construction of Technology (SCOT), makeup artist (MUA), Social Media Tiktok. |
| 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 24 Jul 2024 02:43 |
| Last Modified: | 24 Jul 2024 02:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89796 |
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