Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok
##plugins.themes.academic_pro.article.main##
Published
Oct 21, 2025
Abstract
Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran produk perawatan kulit di TikTok menggunakan teori komodifikasi media dan budaya media sosial partisipatif. Di era digital, TikTok tidak hanya menjadi media hiburan tetapi juga saluran strategis untuk membangun keterlibatan konsumen melalui konten kreatif. Penelitian ini menggunakan metode analisis konten kualitatif pada lima kampanye promosi perawatan kulit viral di TikTok. Hasil analisis menunjukkan bahwa proses komodifikasi terjadi pada tingkat konten, audiens, dan platform, sementara budaya media sosial partisipatif mendorong keterlibatan audiens secara aktif dalam proses penyebaran pesan promosi. Penelitian ini menyimpulkan bahwa komunikasi pemasaran di media sosial telah mengalami transformasi, dari satu arah menjadi kolaboratif dan berbasis komunitas.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak Cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Ranah Research : Journal of Multidisciplinary Research and Development berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Ranah Research.
How to Cite
Hernawo, T. and Zarkasi, I. R. (2025) “Komodifikasi dan Budaya Partisipatif Media Sosial dalam Komunikasi Pemasaran Produk Skincare di Aplikasi TikTok”, Ranah Research : Journal of Multidisciplinary Research and Development, 8(1), pp. 157-164. doi: 10.38035/rrj.v8i1.1832.
References
Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X1616100112
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Gentina, E., & Palan, K. M. (2013). ‘We are not kids anymore’: Understanding teen consumers’ evaluations of social networking site advertising. Journal of Marketing Management, 29(3–4), 397–420. https://doi.org/10.1080/0267257X.2012.732599
Hou, M. (2019). Social media celebrity and the institutionalization of YouTube. Convergence: The International Journal of Research into New Media Technologies, 25(3), 534–553. https://doi.org/10.1177/1354856517736976
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: NYU Press.
Jiang, S., & Ngien, A. (2020). The effects of Instagram influencers on purchase intention and brand attitude among young adults. International Journal of Internet Marketing and Advertising, 14(4), 441–465. https://doi.org/10.1504/IJIMA.2020.109009
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Kurniawati, A., & Pratama, A. (2023). Strategi komunikasi pemasaran produk skincare lokal di TikTok. Jurnal Komunikasi Digital, 5(2), 112–125.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027
Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. Cambridge, UK: Polity Press.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi Revisi). Bandung: Remaja Rosdakarya.
Mosco, V. (2009). The political economy of communication (2nd ed.). London: SAGE Publications.
Nugroho, R. (2023). Analisis tren skincare di TikTok dan perilaku konsumen Gen Z. Jurnal Media dan Budaya Populer, 6(1), 76–89.
Setiawan, B. (2022). Komodifikasi konten dan partisipasi audiens di media sosial. Jurnal Ilmu Komunikasi, 14(1), 45–59.
Setiawan, R. (2022). Strategi komunikasi digital dalam budaya partisipatif: Analisis komodifikasi pada kampanye media sosial. Jurnal Ilmu Komunikasi Indonesia, 4(1), 54–66.
Statista. (2024). TikTok usage statistics worldwide. Retrieved from https://www.statista.com/statistics/1100833/tiktok-global-user-engagement/
Xu, X., Pratt, S., & Tuan, L. T. (2022). The effects of influencers’ characteristics on consumers’ purchase intention on TikTok: The mediating role of perceived trust. Journal of Retailing and Consumer Services, 68, 103090. https://doi.org/10.1016/j.jretconser.2022.103090
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Gentina, E., & Palan, K. M. (2013). ‘We are not kids anymore’: Understanding teen consumers’ evaluations of social networking site advertising. Journal of Marketing Management, 29(3–4), 397–420. https://doi.org/10.1080/0267257X.2012.732599
Hou, M. (2019). Social media celebrity and the institutionalization of YouTube. Convergence: The International Journal of Research into New Media Technologies, 25(3), 534–553. https://doi.org/10.1177/1354856517736976
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: NYU Press.
Jiang, S., & Ngien, A. (2020). The effects of Instagram influencers on purchase intention and brand attitude among young adults. International Journal of Internet Marketing and Advertising, 14(4), 441–465. https://doi.org/10.1504/IJIMA.2020.109009
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Kurniawati, A., & Pratama, A. (2023). Strategi komunikasi pemasaran produk skincare lokal di TikTok. Jurnal Komunikasi Digital, 5(2), 112–125.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027
Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. Cambridge, UK: Polity Press.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi Revisi). Bandung: Remaja Rosdakarya.
Mosco, V. (2009). The political economy of communication (2nd ed.). London: SAGE Publications.
Nugroho, R. (2023). Analisis tren skincare di TikTok dan perilaku konsumen Gen Z. Jurnal Media dan Budaya Populer, 6(1), 76–89.
Setiawan, B. (2022). Komodifikasi konten dan partisipasi audiens di media sosial. Jurnal Ilmu Komunikasi, 14(1), 45–59.
Setiawan, R. (2022). Strategi komunikasi digital dalam budaya partisipatif: Analisis komodifikasi pada kampanye media sosial. Jurnal Ilmu Komunikasi Indonesia, 4(1), 54–66.
Statista. (2024). TikTok usage statistics worldwide. Retrieved from https://www.statista.com/statistics/1100833/tiktok-global-user-engagement/
Xu, X., Pratt, S., & Tuan, L. T. (2022). The effects of influencers’ characteristics on consumers’ purchase intention on TikTok: The mediating role of perceived trust. Journal of Retailing and Consumer Services, 68, 103090. https://doi.org/10.1016/j.jretconser.2022.103090