ANALISIS EFEKTIVITAS KONTEN MEDIA SOSIAL TIKTOK @IBLINDONESIA

NADIA AULIA SUKMAWATI, . (2025) ANALISIS EFEKTIVITAS KONTEN MEDIA SOSIAL TIKTOK @IBLINDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media sosial berbasis video seperti TikTok telah menjadi sarana penting bagi liga olahraga untuk membangun kedekatan dengan penggemar. Penelitian ini bertujuan untuk menganalisis efektivitas konten media sosial TikTok @iblindonesia dalam membangun keterlibatan penggemar, dengan menggunakan teori Uses and Gratifications yang mencakup empat dimensi yaitu Information, Entertainment, Remuneration, dan Social. Metode yang digunakan adalah pendekatan mixed methods, yakni kuantitatif melalui kuesioner terhadap 136 responden dan kualitatif melalui analisis netnografi terhadap 1.125 konten TikTok selama Januari–Mei 2025. Hasil kuantitatif menunjukkan bahwa dimensi Information, Entertainment, Social tergolong sangat efektif sedangkan Remuneration menjadi dimensi dengan efektivitas terendah, Hasil kualitatif dengan analisis netnografi menunjukkan bahwa dimensi Entertainment mendominasi dari segi views, likes, dan shares, sedangkan Social menghasilkan comments terbanyak yang mencerminkan tingginya interaksi dua arah. Sementara, dimensi Information juga menunjukkan performa cukup tinggi dalam views dan likes, namun belum sepenuhnya mendorong interaksi aktif. Di sisi lain, dimensi Remuneration memiliki performa paling rendah di seluruh metrik. Temuan ini menunjukkan bahwa konten yang bersifat informatif, hiburan, dan sosial lebih efektif dalam membangun keterlibatan emosional dan interaksi penggemar, sedangkan konten berbasis hadiah atau promosi kurang menarik jika tidak disajikan dengan strategi yang menarik. Penelitian ini memberikan rekomendasi strategis bagi liga olahraga untuk mengoptimalkan konten digital yang relevan dan interaktif, dalam membangun loyalitas penggemar. *****The development of video-based social media such as TikTok has become an important tool for sports leagues to build closer relationships with fans. This study aims to analyze the effectiveness of TikTok @iblindonesia social media content in building fan engagement, using the Uses and Gratifications theory, which includes four dimensions: Information, Entertainment, Remuneration, and Social. The method used is a mixed-methods approach, combining quantitative data from a questionnaire administered to 136 respondents and qualitative data from a netnographic analysis of 1,125 TikTok posts between January and May 2025. Quantitative results indicate that the Information, Entertainment, and Social dimensions are highly effective, while Remuneration is the least effective dimension. Qualitative results from netnographic analysis show that the Entertainment dimension dominates in terms of views, likes, and shares, while the Social dimension generates the most comments, reflecting high two-way interaction. Meanwhile, the Information dimension also showed fairly high performance in terms of views and likes, but did not fully encourage active interaction. On the other hand, the Remuneration dimension had the lowest performance across all metrics. These findings indicate that content that is informative, entertaining, and social is more effective in building emotional engagement and fan interaction, while content based on rewards or promotions is less appealing if not presented with an engaging strategy. This study provides strategic recommendations for sports leagues to optimize relevant and interactive digital content in building fan loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM. ; 2). Nofriska Krissanya, S.E., M.B.A, CHRP.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Nadia Aulia Sukmawati .
Date Deposited:	11 Aug 2025 02:41
Last Modified:	11 Aug 2025 02:41
URI:	http://repository.unj.ac.id/id/eprint/59555

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