ANALISIS TINGKAT KETERTARIKAN AUDIENS PADA @PRIDECHICKEN_ID DI TIKTOK

INAYAH MALIKA REZANY, . (2026) ANALISIS TINGKAT KETERTARIKAN AUDIENS PADA @PRIDECHICKEN_ID DI TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan mengetahui tingkat ketertarikan audiens pada akun TikTok @pridechicken_id berdasarkan perspektif Uses and Gratifications Theory (UGT). Penelitian ini dilatarbelakangi oleh fenomena tingkat interaksi (engagement) serta beberapa keluhan berupa komentar pada konten. Penelitian ini menggunakan metode kuantitatif deskriptif dengan 155 responden yang dipilih dengan kriteria pengguna aktif TikTok yang pernah menonton dan berinteraksi dengan konten akun @pridechicken_id. Data dikumpulkan menggunakan kuesioner skala Likert yang disebarkan secara daring. Data dianalisis menggunakan statistik deskriptif melalui perhitungan nilai rata-rata (mean) pada lima dimensi UGT, yaitu informasi, identitas pribadi, integrasi dan interaksi sosial, hiburan, serta ekspresi diri. Hasil menunjukkan bahwa tingkat ketertarikan audiens pada konten @pridechicken_id secara keseluruhan berada pada kategori tinggi. Temuan dari penelitian ini menunjukkan bahwa @pridechicken_id perlu mempertahankan dimensi humor sebagai motivasi utama ketertarikan audiens. Penelitian ini diharapkan dapat memberikan kontribusi teoritis bagi pengembangan kajian Social Media Marketing di TikTok, serta memberikan wawasan praktis bagi pemasar industri kuliner dalam merancang strategi konten yang juga fokus pada tingkat ketertarikan audiens secara psikologis. ***** This study aims to analyse and determine the level of audience interest in the @pridechicken_id TikTok account based on the perspective of Uses and Gratifications Theory (UGT). This research is motivated by the phenomenon of engagement rates as well as several complaints in the form of comments on the content. This study uses a descriptive quantitative method with 155 respondents selected based on the criteria of active TikTok users who have watched and interacted with the content of the @pridechicken_id account. Data was collected using a Likert scale questionnaire distributed online. The data was analysed using descriptive statistics by calculating the mean values across the five UGT dimensions: information, personal identity, social integration and interaction, entertainment, and self-expression. The results indicate that the overall audience interest level in @pridechicken_id's content falls into the high category. The findings of this study suggest that @pridechicken_id needs to maintain the humour dimension as the primary motivation for audience interest. This research is expected to provide theoretical contributions to the development of Social Media Marketing studies on TikTok, as well as provide practical insights for culinary industry marketers in designing content strategies that also focus on the psychological level of audience interest.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., S.T., M.M; 2). Sheyla Silvia Siregar, S.S., M.Si.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Inayah Malika Rezany .
Date Deposited:	21 Aug 2026 08:10
Last Modified:	21 Aug 2026 08:10
URI:	http://repository.unj.ac.id/id/eprint/72839

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