Analisis Fluktuasi Engagement User Generated Content pada Akun TikTok @Aldwinnv
Main Article Content
Penelitian ini menganalisis fluktuasi engagement pada user generated content (UGC) di TikTok melalui studi kasus creatorpreneur @Aldwinnv. Pertumbuhan pesat TikTok membuka peluang bagi kreator untuk membangun personal branding dan melakukan monetisasi, namun inkonsistensi engagement menjadi tantangan utama. Penelitian ini menggunakan pendekatan kualitatif studi kasus dengan paradigma konstruktivis. Data dikumpulkan melalui observasi partisipatif, wawancara mendalam, serta analisis dokumen digital terhadap enam video yang dipublikasikan antara November 2024 hingga Januari 2025. Hasil penelitian menunjukkan bahwa fluktuasi engagement dipengaruhi oleh kombinasi faktor kreatif, seperti relevansi topik, kekuatan hook (verbal maupun visual), format storytelling, dan pemicu resonansi emosional, serta faktor eksternal, termasuk distribusi algoritmik dan kompetisi antar kreator. Video bertema finansial yang relevan maupun isu kontroversial memperoleh engagement lebih tinggi dibanding konten serupa dengan resonansi audiens rendah. Tingkat engagement yang tinggi mencerminkan interaksi digital sekaligus membuka peluang ekonomi melalui produk digital, endorsement, dan penguatan personal branding. Tujuan penelitian ini adalah untuk menganalisis faktor-faktor penyebab fluktuasi engagement pada konten UGC TikTok @Aldwinnv.
Keywords:
creatorpreneur, engagement, storytelling, TikTok, user generated content
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Burhan, Listiana, E., Purmono, B. B., Afifah, N., & Setiawan, H. (2025). The Impact of Firm-Generated and User-Generated Content on Brand Loyalty on TikTok: The Role of Trust and Engagement. Ilomata International Journal of Management, 6(2), 646–665. https://doi.org/10.61194/ijjm.v6i2.1547
Creswell, J. W., & Creswell, J. D. (2023). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications, Inc.
Fitrianingsih, A., Bachri, S., Muzakir, & Farid. (2025). Pengaruh content marketing dan electronic word of mouth (E-WoM) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out (FoMO) (studi kasus pada Gen Z di Kota Palu). Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6(1), 167–187. https://doi.org/10.37631/ebisma.v6i1.1830
H., C. G. V., & Sibarani, M. (2024). The Influence of User-Generated Content and Company-Generated Content as a Marketing Strategy on Customer Engagement (Case Study on PT Coca-Cola Indonesia Instagram Social Media). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 4902–4921. https://doi.org/10.31538/iijse.v7i3.5384
Han, Y., Lappas, T., & Sabnis, G. (2020). The Importance of Interactions Between Content Characteristics and Creator Characteristics for Studying Virality in Social Media. Information Systems Research, 31(2), 576–588. https://doi.org/10.1287/ISRE.2019.0903
Hasya, A., & Sukiman. (2024). Business Mentoring Contribution, Market Adaptability, and Social Media Engagement on Entrepreneurial Growth in Indonesia. International Journal of Innovative Research in Engineering and Management, 11(3), 103–111. https://doi.org/10.55524/ijirem.2024.11.3.17
Hosseini, A. S., & Staab, S. (2023). Emotional Framing in the Spreading of False and True Claims. ACM International Conference Proceeding Series, 96–106. https://doi.org/10.1145/3578503.3583611
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Proceedings of the Annual Hawaii International Conference on System Sciences, 2017-January, 1152–1160. https://doi.org/10.24251/hicss.2017.136
Niu, Y. (2025). The Impact of User-Generated Content on Consumer Trust and Brand Loyalty. Proceedings of the 4th International Conference on Business and Policy Studies. https://doi.org/10.54254/2754-1169/161/2025.19906
Nurrohmah, S., Chan, A., & Muttaqin, Z. (2025). Analysis of Integrated Marketing Communication in Strengthening Brand Image: Comparative Study of Ayam Bang Dava and Mang Katsu Brand Under PT. Senang Ganyang Lapar. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6(1), 256–274. https://doi.org/10.37631/ebisma.v6i1.1932
Octaviani, R. A., & Hartono, A. (2023). The Effect of Influencer and Endorsement Content on Consumer Purchase Intention. Journal of Economics, Management and Trade, 29(7), 83–97. https://doi.org/10.9734/jemt/2023/v29i71107
Prasanti, N. M., & Rufaidah, P. (2024). TikTok Customer Engagement Behavior Based on User-Generated Content of Fashion Products in Indonesia. Dinasti International Journal of Education Management and Social Science, 5(6), 1800–1808. https://doi.org/10.38035/dijemss.v5i6
Purwaamijaya, B. M., Herdiana, O., Prehanto, A., Maesaroh, S. S., & Guntara, R. G. (2022). Pelatihan Optimalisasi Pemasaran Produk UMKM Melalui Sosial Media Tiktok. Jurnal Ilmiah Pengabdian Dan Inovasi, 1(2), 133–140. https://doi.org/10.57248/jilpi.v1i2.37
Putra, A. W., & Wayan, M. E. (2023). Financial Literacy, Risk Perception, and Investment Preferences: A Study on Millennials in Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 30(1). https://doi.org/10.20476/jbb.v30i1.1315
Rach, M. (2021). The Influence of Brands and Platform Mechanics on Creator' Content Sovereignty on TikTok. Springer Proceedings in Business and Economics, 35–42. https://doi.org/10.1007/978-3-030-76520-0_4
Ridlo, M. D. A. (2024). Visual Identity Design to Support Media Promotion for the Digital Business Study Program at the Indonesian University of Education. Jurnal Impresi Indonesia, 3(4), 302–310. https://doi.org/10.58344/jii.v3i4.4816
Rizkalla, N., Lestari, E. D., Othman, N., Joremi, L., & Arinto, B. (2023). Elucidating the Factors Affecting Entrepreneurs' Intention to Adopt Social Media in Their Business: A Perspective from Indonesia. International Journal of Professional Business Review, 8(5). https://doi.org/10.26668/businessreview/2023.v8i5.1413
Salma, D. A., & Albab, C. U. (2023). Strategi Konten TikTok @jpradarsemarang dalam Meningkatkan Engagement. Jurnal PIKMA: Publikasi Media Dan Cinema, 5(2), 163–175. https://doi.org/10.24076/pikma.v5i2.1002
Septrian, A. A., & Nirmala, A. (2025). Analisis Isi Konten Sosial Media dalam Meningkatkan Engagement pada Akun Instagram @mercurymediagroup.id. RELASI: Jurnal Penelitian Komunikasi, 5(4), 1–13. https://doi.org/10.69957/relasi.v5i04.1841
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users' Engagement Behavior. Journal of Interactive Marketing, 53, 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
Siregar, A. K., & Diniati, A. (2025). Pengaruh User Generated Content TikTok terhadap Brand Awareness Somethinc pada Generasi Z. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 24(1), 1–14. https://doi.org/10.32509/wacana.v24i1.3750
Trunfio, M., & Rossi, S. (2021). Conceptualising and Measuring Social Media Engagement: A Systematic Literature Review. Italian Journal of Marketing, 267–292. https://doi.org/10.1007/s43039-021-00035-8
Wang, J. (2024). TikTok under Marketing Saturation: Comprehensive Analysis of User-Generated Content (UGC) Marketing. Advances in Economics, Management and Political Sciences, 85(1), 85–91. https://doi.org/10.54254/2754-1169/85/20240848
Yaghtin, S. (2023). Creating Content to Enhance Business Customers' Engagement: A Motivational Model. Proceedings of the 56th Hawaii International Conference on System Sciences, 1–15. https://doi.org/10.33422/10th.omeaconf.2023.06.100
