Analisis Konten TikTok pada Akun @sarinahindonesia dalam Membangun Performa Engagement Digital

Abstract

Pertumbuhan TikTok mendorong pelaku bisnis, termasuk pengelola shopping mall, mengoptimalkan strategi digital untuk meningkatkan keterlibatan audiens. Penelitian ini bertujuan mengidentifikasi karakteristik konten akun TikTok @sarinahindonesia, mengukur performa engagement digital, serta menganalisis hubungan antara keduanya. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan metode analisis konten terhadap 100 konten berviews tertinggi. Data sekunder dikumpulkan melalui observasi sistematis menggunakan Microsoft Excel dan platform analitik Exolyt, lalu dianalisis dengan IBM SPSS Statistics 25 melalui distribusi frekuensi, tabulasi silang, dan uji chi-square. Hasil menunjukkan bentuk konten didominasi hiburan dengan format penyajian coverage, durasi 31–60 detik, audio tren, hashtag selektif, dan call to action, dengan performa engagement pada kategori kompetitif. Bentuk konten dan format penyajian memiliki hubungan paling kuat terhadap engagement rate, mengindikasikan bahwa pengelolaan konten secara strategis berpotensi mengoptimalkan performa engagement akun tersebut.

The growth of TikTok has encouraged business practitioners, including shopping mall managers, to optimize digital strategies in order to enhance audience engagement. This study aims to identify the content characteristics of the TikTok account @sarinahindonesia, measure digital engagement performance, and analyze the relationship between the two. The research employed a descriptive quantitative approach using content analysis of the 100 highest-viewed content items. Secondary data were collected through systematic observation using Microsoft Excel, supported by the Exolyt analytics platform, and subsequently analyzed using IBM SPSS Statistics 25 through frequency distribution, cross-tabulation, and chi-square testing. The results indicate that the content is predominantly entertainment-oriented, characterized by a coverage presentation format, a duration of 31–60 seconds, trending audio, selective hashtag usage, and the inclusion of a call to action, with engagement performance falling within the competitive category. Furthermore, content type and presentation format were found to have the strongest relationship with engagement rate, suggesting that strategic content management has the potential to optimize the engagement performance of the account.