Studi Komparatif: Advertising Objective Media Sosial Tiktok Tiket.Com dan Traveloka pada Masa Pandemi Covid 19
DOI:
https://doi.org/10.33633/andharupa.v9i02.7930Abstract
AbstrakManfaat media sosial Tiktok tidak hanya berfungsi hiburan bagi penggunanya namun juga memiliki fungsi bagi perusahaan mendistribusikan konten terkait informasi dan bahkan promosi iklan di dalamnya. Tiket.com dan Traveloka sebagai online travel agent (OTA) terpopuler di Indonesia yang pada massa pandemi Covid 19 tetap mempromosikan brandnya di media social Tiktok dengan perpaduan pesan audio dan visual. Konten dalam media sosial Tiktok menjadi alternatif menghabiskan waktu bagi masyarakat pada saat itu yang dipaksa dan terpaksa berdiam di dalam rumah. Bagi produsen isi dari konten ini dapat digunakan sebagai alat untuk menyampaikan informasi produk atau brand kepada kalangan masyarakat. Penelitian yang menganalisis tujuan periklanan; memberikan informasi (informative), membujuk (persuasive), mengingatkan (reminding), dan nilai tambah (adding value), dengan metode penelitian komparatif dengan teknik analisis isi kuantitatif dari dua akun official Tiktok Tiket.com dan Traveloka. Hasilnya terdapat perbedaan tujuan periklanan signifikan atara dua akun Tiket.com dan Traveloka dengan nilai chi-square 13,58. Dimana terjadi perbedaan di dalam postingan akun kedua official yaitu Tiket.com banyak memunculkan konten yang bersifat persuasif, sedangkan Traveloka cenderung lebih banyak memunculkan konten yang bersifat informatif. Kata Kunci: analisis isi kuantitatif, covid 19, periklanan, studi komparatif, tiket.com, tiktok, traveloka AbstractThe benefits of Tiktok social media not only function as entertainment for its users but also have a function for companies to distribute content related to information and even advertising promotions in it. Tiket.com and Traveloka as the most popular online travel agent (OTA) in Indonesia, which during the Covid 19 pandemic mass continued to promote their brands on Tiktok social media with a combination of audio and visual messages. Content on Tiktok social media became an alternative to spending time for people at that time who were forced and forced to stay at home. For producers, the content of this content can be used as a tool to convey product or brand information to the public. Research that analyzes advertising objectives; providing information (informative), persuading (persuasive), reminding (reminding), and adding value (adding value), with a comparative research method with quantitative content analysis techniques from two official Tiktok accounts Tiket.com and Traveloka. The result is that there are significant differences in advertising objectives between the two Tiket.com and Traveloka accounts with a chi-square value of 13.58. Where there are differences in the account posts of the two official accounts, namely Tiket.com raises a lot of persuasive content, while Traveloka tends to raise more informative content. Keywords: advertising, comparative study, quantitative content analysis, tiket.com, tiktok, travelokaReferences
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