STRATEGI MENINGKATKAN BRAND ENGAGEMENT PRODUK CALLE MELALUI AKUN TIKTOK @CALLEDELARACHE

Ahmad Khilmi Bilal Aghasa; Tira Fitriawardhani; Julyanto Ekantoro

doi:10.2238/vag2ww79

Authors

Ahmad Khilmi Bilal Aghasa Universitas Bhayangkara Surabaya Author
Tira Fitriawardhani Universitas Bhayangkara Surabaya Author
Julyanto Ekantoro Universitas Bhayangkara Surabaya Author

DOI:

https://doi.org/10.2238/vag2ww79

Keywords:

Brand Engagement, TikTok, Strategi Konten, Generasi Z, Content Strategy, Generation Z

Abstract

Penelitian ini bertujuan untuk menganalisis strategi meningkatkan brand engagement produk Calle melalui akun TikTok @calledelarache. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa observasi dan dokumentasi digital terhadap konten yang diunggah pada akun tersebut. Analisis data dilakukan menggunakan model interaktif Miles, Huberman, dan Saldaña, dengan kerangka teori brand engagement dari Dessart, Veloutsou, dan Morgan-Thomas yang mencakup tiga dimensi utama, yaitu keterlibatan emosional (affective engagement), keterlibatan kognitif (cognitive engagement), dan keterlibatan perilaku (behavioral engagement). Hasil penelitian menunjukkan bahwa Calledelarache meningkatkan brand engagement melalui strategi konten yang menekankan autentisitas, konsistensi identitas visual, pendekatan komunitas, serta kolaborasi strategis dengan brand lain maupun penyelenggara event. Strategi tersebut terbukti berhasil membangun keterlibatan audiens serta memperluas jangkauan brand di TikTok, bahkan hingga menembus pasar mancanegara. Penelitian ini menyimpulkan bahwa empat pilar strategi—autentisitas konten, konsistensi identitas visual, pendekatan komunitas-sentris, dan kolaborasi strategis—efektif dalam memperkuat hubungan antara brand dan audiens Generasi Z. This study aims to analyze the strategies used to enhance brand engagement for Calle through its TikTok account, @calledelarache. The study employs a descriptive qualitative approach, with data collected through observation and digital documentation of content uploaded on the account. Data were analyzed using the interactive model developed by Miles, Huberman, and Saldaña, guided by the brand engagement theory proposed by Dessart, Veloutsou, and Morgan-Thomas, which comprises three dimensions: affective, cognitive, and behavioral engagement. The findings indicate that Calledelarache strengthens brand engagement through content strategies emphasizing authenticity, consistent visual identity, community-oriented approaches, and strategic collaborations with other brands and event organizers. These strategies have proven effective in fostering audience engagement and expanding the brand's reach on TikTok, even into international markets. The study concludes that four strategic pillars—content authenticity, visual identity consistency, a community-centered approach, and strategic collaboration—effectively strengthen the relationship between the brand and its Generation Z audience.

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