Analisis Gaya Komunikasi Konten Video TikTok @sadampermanawiyana dalam Membentuk Respon Audiens

Nadya Rizky Syarief (Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia)
Amiruddin Saleh (Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia)
Harvia Atika Zahira (Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia)

Educatoria : Jurnal Ilmiah Ilmu Pendidikan
Vol. 6 No. 3 (2026): July (In Progress)

This study examines the communication style employed by TikTok content creator @sadampermanawiyana and its impact on audience responses. The research is grounded in the phenomenon of the growing role of content creators on TikTok in shaping public opinion and interaction. Utilizing a descriptive qualitative approach, data were collected through in-depth interviews with one expert informant, three active users, and one passive user. The results reveal that the creator employs a combination of relaxed, precise, dramatic, impression-leaving, open, and friendly styles, packaged in an informative storytelling format using semi-formal language. Audience responses encompass cognitive (understanding), affective (feelings), and conative (action) dimensions. These findings indicate that a flexible communication style tailored to the characteristics of the young audience on TikTok is a determining factor in the effectiveness of digital communication. The study underscores the importance of content creators selecting the appropriate communication style to foster meaningful audience interaction and engagement.