"ANALISIS CONTENT MARKETING MELALUI TIKTOK PADA EVENT JAKARTA X BEAUTY 2025"

Abstrak

Penelitian ini bertujuan untuk menganalisis content marketing melalui platform TikTok pada event Jakarta X Beauty 2025, khususnya dalam membangun audience engagement serta mengidentifikasi karakteristik content marketing yang diterapkan. Penelitian ini menggunakan pendekatan Mixed Methods dengan menggabungkan data kuantitatif dan kualitatif. Data kuantitatif diperoleh melalui observasi terhadap 24 konten TikTok dengan melihat views, likes, comments, shares, saves, dan engagement rate. Data kualitatif diperoleh melalui observasi isi konten dan wawancara dengan informan yang memiliki pengalaman atau pengetahuan mengenai digital marketing, content creator, beauty enthusiast, dan audiens Jakarta X Beauty 2025. Konten 7 yang berisi informasi harga dan promo memperoleh jumlah interaksi absolut yang tinggi dengan 61,4 ribu views, 1.050 likes, 30 comments, 519 shares, dan 194 saves. Sementara itu, Konten 5 yang berisi kuis atau giveaway memperoleh jumlah komentar terbanyak, yaitu 239 komentar, sedangkan Konten 8 yang menampilkan rating aktivitas seru di Jakarta X Beauty 2025 memperoleh engagement rate tertinggi sebesar 5,81%. Karakteristik content marketing yang ditemukan meliputi kualitas, relevansi, nilai atau manfaat, konsistensi, interaktivitas, visual, promosi, review, beauty creator, hook, dan call-to-action (CTA). Jenis konten yang digunakan juga beragam, yaitu promotional content, informational content, tutorial, interactive content, event experience, product showcase, dan event recap. Integrasi hasil kuantitatif dan kualitatif menunjukkan bahwa content marketing Jakarta X Beauty 2025 tidak hanya berorientasi pada promosi, tetapi juga memberikan informasi, hiburan, pengalaman, dan kesempatan interaksi kepada audiens. Namun, hasil penelitian menunjukkan kecenderungan hubungan antara karakteristik konten dan engagement, bukan hubungan sebab-akibat, karena penelitian tidak melakukan pengujian kausalitas.

This study aims to analyze content marketing through TikTok at the Jakarta X Beauty 2025 event, particularly its role in building audience engagement and identifying the characteristics of content marketing implemented. This study used a Mixed Methods approach by combining quantitative and qualitative data. Quantitative data were obtained through the observation of 24 TikTok contents based on views, likes, comments, shares, saves, and engagement rate. Qualitative data were obtained through content observation and interviews with informants who had experience or knowledge in digital marketing, content creation, beauty enthusiasm, and as audiences of Jakarta X Beauty 2025. Content 7, which provided information about product prices and promotions, obtained a high level of absolute interaction with 61.4 thousand views, 1,050 likes, 30 comments, 519 shares, and 194 saves. Meanwhile, Content 5, which presented a quiz or giveaway, obtained the highest number of comments with 239 comments, while Content 8, which presented ratings of activities at Jakarta X Beauty 2025, achieved the highest engagement rate of 5.81%. The characteristics of content marketing identified in this study include quality, relevance, value or benefits, consistency, interactivity, visual presentation, promotion, reviews, beauty creators, hooks, and call-to-action (CTA). The content types included promotional content, informational content, tutorials, interactive content, event experience, product showcases, and event recaps. The integration of quantitative and qualitative findings indicates that content marketing at Jakarta X Beauty 2025 was not only oriented toward promotion, but also provided information, entertainment, experience, and opportunities for audience interaction. However, the findings indicate a tendency between content characteristics and engagement rather than a causal relationship, as this study did not conduct causal testing.