Virtual Public Sphere Sebagai Strategi Brand Engagement: Quantitative Content Analysis #kahfeveryday di Platform TikTok

Yogi Friando(1), Hanna Aditya Pradini(2), Irwa Rochimah(3),


(1) Universitas Al-Azhar Indonesia
(2) Universitas Al-Azhar Indonesia
(3) Universitas Al-Azhar Indonesia
(*) Corresponding Author

Abstract


Platform media sosial TikTok telah menciptakan pergeseran fundamental dalam komunikasi yang menempatkan TikTok sebagai arena publik virtual yang mendorong interaksi dua arah antara brand dan audiens. Fenomena kampanye #kahfeveryday menjadi menarik karena menunjukkan kemampuan brand lokal Kahf dalam memanfaatkan ruang digital untuk membangun keterlibatan yang partisipatif dan emosional. Tujuan penelitian ini adalah menganalisis bagaimana hashtag #kahfeveryday beroperasi sebagai ruang publik virtual dan strateginya dalam membangun brand engagement, serta menelaah dinamika interaksi audiens. Metode penelitian yang digunakan adalah Quantitative Content Analysis (QCA) deskriptif kuantitatif, dengan mengumpulkan data digital menggunakan teknik social media monitoring perangkat Brand24 selama periode 27 Juli hingga 9 Agustus 2025. Hasil penelitian selaras dengan dimensi virtual public sphere Habermas yang membuktikan bahwa #kahfeveryday berhasil mengaktifkan ruang diskursif yang inklusif melalui tingginya partisipasi publik yang menunjukkan keterbukaan akses (openness) dan keberhasilan rasionalitas komunikasi (communicative rationality) yang dibuktikan oleh dominasi sentimen positif. Kendati demikian, kesetaraan deliberatif (deliberative equality) belum terwujud secara penuh karena pengaruh wacana masih dikuasai oleh aktor influencer. Kesimpulannya, strategi ini sukses mengintegrasikan tiga dimensi Customer Brand Engagement (cognitive processing, affection, dan activation) yang mengukuhkan peran TikTok sebagai arena brand engagement yang partisipatif.

Kata Kunci - Brand Engagement, Kahf, Quantitative Content Analysis, Ruang Publik Virtual, TikTok


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DOI: http://dx.doi.org/10.36722/psn.v5i1.4898

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