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All Journal Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Riset Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Audience JURNAL PUSTAKA KOMUNIKASI Warta Ikatan Sarjana Komunikasi Indonesia Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara COMMICAST Interdisciplinary Social Studies JURNAL ILMIAH GLOBAL EDUCATION Jurnal Ilmu Komunikasi Jurnal Indonesia Sosial Teknologi Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Jurnal Spektrum Komunikasi Ilmu Manajemen Sosial Humaniora (JIMSH) RESLAJ: Religion Education Social Laa Roiba Journal Komunikatif : Jurnal Ilmiah Komunikasi Proceedings of Jogjakarta Communication Conference (JCC)
Muhammad Thoyib Amali
Universitas Ahmad Dahlan
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Komersialisasi Anak di Media Sosial: Analisis Konten Akun TikTok Kidfluencer @shabiraalulaadnan Nugroho, Restu Agung; Amali, Muhammad Thoyib
Jurnal Komunikasi Nusantara Vol 7 No 2 (2025)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v7i2.2500

Abstract

The kidfluencer phenomenon on social media has become part of a growing digital marketing strategy, including on the TikTok platform. This study aims to analyze the content commercialization process on @shabiraalulaadnan's TikTok account based on the three-stage commercialization model, namely pre-commercialization, commercialization, and post-commercialization. The method used is qualitative content analysis with a descriptive approach, through observation of eight selected videos that display consistent communication patterns. The results show that the commercialization process in this account is carried out systematically. The pre-commercialization stage is marked by the preparation of the script, the use of standard Indonesian language style by children, the storytelling format, and the insertion of light humor that builds closeness with the audience. The commercialization stage can be seen from the contextual integration of products in the narrative, while the post-commercialization stage is marked by a call to action and the use of shopping features on the platform. The novelty of this research lies in the discovery of a distinctive communication style displayed through standard children's language, storytelling consistency, and the use of catchphrases as affective elements that strengthen audience recall and engagement. These findings contribute to the development of digital marketing communication strategy studies through kidfluencer content on social media. Abstrak Fenomena kidfluencer di media sosial telah menjadi bagian dari strategi pemasaran digital yang terus berkembang, termasuk dalam platform TikTok. Penelitian ini bertujuan untuk menganalisis proses komersialisasi konten pada akun TikTok @shabiraalulaadnan berdasarkan model tiga tahap komersialisasi, yaitu pre-commercialization, commercialization, dan post-commercialization. Metode yang digunakan adalah analisis isi kualitatif dengan pendekatan deskriptif, melalui observasi terhadap tigavideo terpilih yang menampilkan pola komunikasi yang konsisten. Hasil penelitian menunjukkan bahwa proses komersialisasi dalam akun ini dilakukan secara sistematis. Tahap pre-commercialization ditandai oleh penyusunan naskah, penggunaan gaya bahasa Indonesia baku oleh anak, format storytelling, serta penyisipan humor ringan yang membangun kedekatan dengan audiens. Tahap commercialization terlihat dari integrasi produk secara kontekstual dalam narasi, sementara tahap post-commercialization ditandai oleh adanya ajakan bertindak dan pemanfaatan fitur belanja dalam platform. Kebaruan dari penelitian ini terletak pada penemuan gaya komunikasi khas yang ditampilkan melalui bahasa baku anak, konsistensi storytelling, serta penggunaan catchphrase sebagai elemen afektif yang memperkuat daya ingat dan keterlibatan audiens. Temuan ini memberikan kontribusi terhadap pengembangan kajian strategi komunikasi pemasaran digital melalui konten kidfluencer di media sosial.
Examining #RacunTikTok Content and Peer Group Influence on Gen Z Impulsive Buying Amali, Muhammad Thoyib; Farohi, Muhammad Salman
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 2 December 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i2.4977

Abstract

The phenomenon of content with the hashtag #RacunTikTok has changed consumer behavior in making online purchases, especially among Gen Z. This content functions as a product recommendation and the main trigger for impulsive purchases. Another important factor influencing this phenomenon is peer group, where Gen Z is considered to have high group cohesiveness, highly influenced by recommendations from peers and their online communities. This study aims to analyze the effect of #RacunTikTok content and peer groups on Gen Z's impulsive buying behavior in TikTok Shop. This study employs an explanatory quantitative approach using a multiple regression model analyzed with the SmartPLS program. Data were collected through a survey of 100 Gen Z TikTok users who frequently make online purchases via TikTok Shop. The study results show a positive and significant effect of #RacunTikTok content on impulsive buying behavior. At the same time, peer group does not significantly affect impulsive buying. Still, when combined, #RacunTikTok content and peer group has a positive and significant effect on impulsive buying. Furthermore, as a form of managerial implication, marketers or content creators of #RacunTikTok should create more attention-grabbing content by paying attention to the effectiveness of marketing content or collaborating with digital influencers to increase content exposure.
From Feed to Fame: Analyzing the Influence of Instagram Marketing on Carasun’s Brand Image Jihan Kinanti, Zalfa; Thoyib Amali, Muhammad
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 7 No. 2 (2025): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v7i2.1150

Abstract

The rapid growth of internet users in Indonesia has encouraged businesses to expand their marketing activities through social media platforms. Among these, Instagram has emerged as one of the most popular tools for digital marketing communication. Its interactive features, such as comments and direct messages, enable companies to engage directly with consumers, making it an effective medium for brand promotion and image building. This study investigates the influence of Instagram marketing on the brand image of Carasun, a local sunscreen brand that recently gained viral attention due to its controversial marketing campaigns. Employing an explanatory quantitative approach, the research collected data from 396 respondents who are beauty enthusiasts and followers of Carasun’s official Instagram account. The data, measured using a Likert scale through an online questionnaire, were analyzed using simple linear regression. The findings reveal that Instagram marketing has a significant positive impact on Carasun’s brand image, with a contribution of 48.5% and a significance level of p < 0.05. Theoretically, this study enriches the understanding of how social media marketing activities influence brand perception. Practically, it offers valuable insights for marketers in designing content strategies that foster consumer engagement, strengthen purchase intentions, and sustain a positive brand image.
Political Branding Analysis of @Gibran_Rakabuming Tiktok Accounts during the 2024 Presidential Election Campaign Merlyana Ryandaresta; Muhammad Thoyib Amali
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 12 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i12.8817

Abstract

Social media, especially TikTok, is a platform that is currently used for political campaigns. Ahead of the 2024 Presidential Election, talks about presidential candidates and vice presidential candidates, especially Gibran, are increasingly being discussed in various media. The many pros and cons that have arisen among the public regarding the candidacy of Gibran Rakabuming Raka as a vice presidential candidate have become the culmination of the polemic. This study aims to analyze the political branding of TikTok @gibran_rakabuming accounts during the 2024 presidential election campaign. This research method uses a descriptive qualitative method and is analyzed using theories from Gelder and Sonies which consists of three indicators, namely, appearance, personality, and key political messages. Case studies on TikTok accounts @gibran_rakabuming were taken during the period from November 28, 2023, to February 10, 2024. The results of the research show that Gibran has successfully used the TikTok platform to build an image as a vice presidential candidate who is ready to bring positive changes to Indonesia with a relevant, close to the community, and adaptive to technological developments and the needs of the community, especially the younger generation. The use of social media platforms such as TikTok is also a powerful strategy to reach young people and make them candidates who not only talk about the future but also invite the public to work together to realize a more advanced Indonesia.
The Effect of Sales Promotion and Retargeting Ads in Shaping the Purchasing Interest of Out-of-Region Student TikTok Users in Yogyakarta Rudfa, Maudi Adinda; Amali, Muhammad Thoyib
Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Vol 15, No 1 (2026): April
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/equili.v15i1.2785

Abstract

ABSTRAKMedia sosial telah menjadi saluran utama dalam pemasaran digital, dengan TikTok muncul sebagai platform terkemuka berkat algoritma berbasis konten dan tingkat keterlibatan pengguna yang tinggi. Indonesia menempati peringkat kedua secara global dalam jangkauan iklan TikTok, menunjukkan potensi komersial yang besar di kalangan konsumen muda. Penelitian ini bertujuan menganalisis dampak sales promotion dan retargeting ads terhadap minat beli mahasiswa rantau yang menggunakan TikTok di Yogyakarta. Menanggapi kesenjangan penelitian dalam studi sebelumnya, penelitian ini menyelidiki pengaruh gabungan kedua strategi pemasaran tersebut pada segmen demografis tertentu. Berpedoman pada Elaboration Likelihood Model (ELM), penelitian ini menganalisis bagaimana pengguna memproses pesan sales promotion dan retargeting ads dalam membentuk minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatif. Data dikumpulkan melalui kuesioner online dengan sampling purposif berdasarkan usia, asal geografis, dan perilaku pengguna TikTok. Sebanyak 110 tanggapan valid dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa sales promotion secara positif mempengaruhi minat beli (42%), sementara retargeting ads memiliki efek positif yang sedikit lebih tinggi (45,7%). Secara bersamaan, faktor-faktor ini menjelaskan 68,7% varians dalam minat beli di kalangan mahasiswa rantau. Temuan ini menegaskan efektivitas TikTok sebagai platform pemasaran digital yang tepat sasaran dalam menjangkau konsumen muda yang melek teknologi.ABSTRACTSocial media has become a key channel in digital marketing, with TikTok emerging as a leading platform due to its algorithm-driven content and high user engagement. Indonesia ranks second globally in TikTok ad reach, highlighting its vast commercial potential among young consumers. This study examines the effects of sales promotion and retargeting ads on the purchase intention of migrant students who use TikTok in Yogyakarta. Addressing a research gap in prior studies, this work investigates the combined influence of these two marketing strategies on a specific demographic segment. Guided by the Elaboration Likelihood Model (ELM), the study analyzes how users process promotional and retargeting messages in forming purchase intentions. This study employed a quantitative approach with an explanatory research design. Data were collected through an online questionnaire using purposive sampling based on age, geographic origin, and TikTok usage behavior. A total of 110 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that sales promotion positively influences purchase intention (42%), while retargeting advertisements have a slightly higher positive effect (45.7%). Combined, these factors explain 68.7% of the variance in purchase intention among out-of-region students. The findings underscore TikTok’s effectiveness as a platform for targeted digital marketing aimed at young, tech-savvy consumers.
Pengaruh Influencer Marketing dan Online Customer Reviews terhadap Brand Awareness Produk Coklat Dubai Don Bakeshop Fatma Listari; Muhammad Thoyib Amali
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 12 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i12.10405

Abstract

This study aims to analyze the effect of Influencer Marketing and Online Customer Reviews on Brand Awareness of Coklat Dubai Don Bakeshop. The research refers to the Influencer Marketing theory, Online Customer Review and Brand Awareness theory. A quantitative method was applied through a survey of 384 respondents aged 17–35, selected using purposive sampling. The respondents were active social media users who had heard of or purchased the Coklat Dubai Don Bakeshop product. Data were collected via structured questionnaires and analyzed using multiple linear regression with SPSS. The results show that both Influencer Marketing and Online Customer Reviews have a positive and significant impact on Brand Awareness, with Influencer Marketing having a stronger effect. These findings confirm the effectiveness of digital strategies in building brand recognition in the local culinary market.
Evaluating Indonesian Consumer perceptions of H&M's Eco-Friendly campaign: The mediating role of perceived quality Dwi Asmoro Tunggal, Immanuel; Thoyib Amali, Muhammad
COMMICAST Vol. 7 No. 1 (2026): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v7i1.15759

Abstract

The growing number of green products has sparked academic and practical interest in the perceived value of green products. Because of the growing number of people concerned about environmental issues, green perceived value plays an important role in brand attitude. However, perceived green value cannot be a single variable that explains brand attitude, since consumers in developing countries are inconsistent in their purchase of green products. There must be another variable. This study aims to explore the effects of green perceived value and brand prestige on brand attitude, with perceived quality as a mediator. This study uses a survey method with 200 samples across Jakarta, Bandung, Yogyakarta, and Surabaya. To test the hypothesis, this study uses Smart PLS to obtain the results. The finding is that perceived quality plays an important role in shaping brand attitude. Perceived quality could also fully mediate the relationship between Green perceived value and brand prestige toward brand attitude. The contribution of this research is to remind companies to improve their marketing communications to develop perceived quality.
Co-Authors Aisyah Nasution Alhabibi, Imam Sahid Azhari, Reny Buana, Mufti Putri Dewi Camelia Putri, Lathifa Chandra Dewa Kurniawan Devi Triana, Fadisa Rahma Dina Amalia Dwi Asmoro Tunggal, Immanuel Farohi, Muhammad Salman Fatma Listari Heningtyas, Asshifa Jihan Kinanti, Zalfa Merlyana Ryandaresta Mezy, Mezy Mufid Salim Nugroho, Restu Agung Nunik Hariyanti Pudrianisa, Sheila Lestari Giza Rohima, Alfiatu Rudfa, Maudi Adinda Rustono Farady Marta Salsabila, Chairunisya Zulfa Suro Suprantio Tunggal, Immanuel Dwi Asmoro