Strategi Kreativitas Konten Digital dan Interaksi Audiens dalam Membangun Personal Branding: Studi Netnografi pada Akun Tiktok Erika Richardo
Keywords:
kreativitas konten digital, interaksi audiens, personal brandingAbstract
Penelitian ini bertujuan untuk menganalisis strategi kreativitas konten digital dan interaksi audiens dalam membangun personal branding pada akun TikTok Erika Richardo melalui pendekatan netnografi. Penelitian menggunakan paradigma interpretatif dengan metode kualitatif netnografi yang dikembangkan oleh Kozinets. Data penelitian diperoleh melalui observasi digital terhadap konten TikTok dan Instagram Erika Richardo, dokumentasi, serta analisis terhadap 100 komentar audiens yang dipilih secara purposive. Analisis data dilakukan melalui tahapan imersi data, pengodean, kategorisasi, kontekstualisasi, teorisasi, dan verifikasi dengan bantuan perangkat lunak NVivo. Hasil penelitian menunjukkan bahwa strategi kreativitas konten Erika Richardo dibangun melalui konsistensi konsep visual yang khas, eksplorasi media lukis yang unik, penyampaian proses kreatif yang autentik, serta penyisipan nilai sosial yang memperkuat identitasnya sebagai kreator seni. Interaksi audiens yang didominasi oleh apresiasi, dukungan, kekaguman, dan interpretasi positif terhadap karya menunjukkan bahwa audiens tidak hanya menjadi penerima pesan, tetapi juga berperan aktif dalam membentuk makna terhadap identitas digital kreator. Melalui proses interaksi tersebut, personal branding Erika Richardo terbentuk sebagai sosok kreator yang kreatif, autentik, inspiratif, inovatif, dan memiliki kepedulian sosial yang tinggi. Penelitian ini menyimpulkan bahwa personal branding di media sosial merupakan hasil dari perpaduan antara strategi kreativitas konten yang konsisten dan proses konstruksi makna yang dibangun melalui interaksi audiens dalam budaya digital TikTok
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