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All Journal Jurnal Ilmu Komunikasi dan Sosial Politik
Maharani, Puteri Anugerah
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Environmental Science Library & Information Science

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Peran Influencer Tiktok @Shalmafadilla_ Dalam Promosi Program Au Pair Dan Ausbildung Maharani, Puteri Anugerah; Fitriawardhani, Tira; Ekantoro, Julyanto
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the role of TikTok influencer @shalmafadilla­_ in promoting Au Pair and Ausbildung programs. The research employs a descriptive qualitative approach using the AIDA theory (Attention, Interest, Desire, Action) as the analytical framework. Data were collected through observation of TikTok content published between January and November 2025, online interviews with the influncer as the main informant, and five active followers who frequently interacted with Au Pair and Ausbildung related content. Documentation, including audience comments, views, and engagement metrics, was also used to support the analysis. The findings indicate that the influencer successfully captures audience attention through visual content and personal storytelling, builds interest through clear and consistent information delivery, generates desire through emotional appeal and credibility, and encourages audience action by motivating further information seeking behaviors. This study concludes that TikTok influencers play a strategic role as persuasive communicators in promoting international education and work programs.
Co-Authors Ekantoro, Julyanto Fitriawardhani, Tira