Efektivitas TikTok Movie Hub sebagai Strategi Digital Marketing dalam Meningkatkan Engagement Vision+ Series PayLater

Abstract

Penelitian ini didasari oleh pesatnya perkembangan industri layanan streaming di Indonesia dan makin dominannya media sosial, khususnya TikTok, sebagai jalur utama promosi digital. Vision+, sebagai platform streaming nasional, memanfaatkan TikTok Movie Hub untuk mendukung promosi Vision+ Series PayLater demi meningkatkan engagement audiens digital. Penelitian ini bertujuan menganalisis efektivitas TikTok Movie Hub sebagai strategi digital marketing dan mengidentifikasi faktor-faktor yang paling berpengaruh terhadap peningkatan keterlibatan pengguna dalam konteks serial tersebut. Pendekatan penelitian menggunakan metode kuantitatif korelasional dengan data yang dikumpulkan melalui kuesioner pada 400 pengguna TikTok pengikut @visionplusid dan observasi performa 40 konten promosi di TikTok Movie Hub. Analisis dilakukan secara deskriptif dan dilanjutkan uji statistik, termasuk uji validitas, reliabilitas, regresi linier sederhana, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa TikTok Movie Hub terbukti sangat efektif meningkatkan engagement pengguna Vision+ Series PayLater. Faktor yang paling berpengaruh adalah kekuatan visual dan audiovisual konten, kemunculan konten di beranda, kesesuaian tema/genre dengan minat audiens, serta interaktivitas melalui challenge, duet kreator, dan kolaborasi dengan influencer. Rata-rata metrik engagement (likes, share, views, komentar) tergolong tinggi. Analisis statistik regresi menunjukkan hubungan yang signifikan, dengan koefisien determinasi (R²) mencapai 0,803, yang berarti 80,3% variasi engagement pengguna dapat dijelaskan oleh efektivitas promosi pada TikTok Movie Hub. Uji validitas dan reliabilitas instrumen menunjukkan hasil sangat baik (Cronbach’s Alpha 0,940), memastikan kualitas data yang digunakan. Kesimpulannya, TikTok Movie Hub merupakan strategi digital marketing yang sangat efektif dalam membangun engagement Vision+ Series PayLater. Keberhasilan ini didukung kombinasi aspek visual, relevansi, tren, serta interaktivitas yang menonjol di platform TikTok, sehingga memberikan kontribusi penting bagi strategi pemasaran digital di industri streaming Indonesia. Penelitian ini juga dapat menjadi referensi bagi pengembangan promosi berbasis media sosial untuk memperluas jangkauan dan keterlibatan audiens digital. Selain itu, penelitian ini membuka peluang bagi riset selanjutnya untuk mengkaji perbandingan efektivitas TikTok Movie Hub pada berbagai jenis industri digital maupun layanan streaming lainnya, serta mengeksplorasi dampak jangka panjang penggunaan fitur TikTok dalam membangun loyalitas pelanggan. Temuan empiris dalam penelitian ini menjadi dasar penting bagi pengembangan model strategi digital marketing yang adaptif terhadap tren media sosial di masa depan.

This study was motivated by the rapid development of the streaming service industry in Indonesia and the growing dominance of social media—especially TikTok—as a primary channel for digital promotion. Vision+, as a national streaming platform, utilized TikTok Movie Hub to promote the original series "Vision+ Series PayLater" with the goal of increasing digital audience engagement. The main objective of this research is to analyze the effectiveness of TikTok Movie Hub as a digital marketing strategy and to identify the key factors influencing the increase in user engagement with the series. A correlational quantitative approach was adopted, with data collected through questionnaires distributed to 400 TikTok users who follow the @visionplusid account, as well as through observational analysis of the performance of 40 promotional contents on TikTok Movie Hub. The data analysis combined descriptive statistics with inferential tests, including validations of instruments, reliability measurement, simple linear regression, and determination coefficient (R²). The results show that TikTok Movie Hub is highly effective in increasing user engagement for Vision+ Series PayLater. The most influential factors included the visual and audiovisual appeal of the content, the frequency with which content appeared on users’ home feeds (FYP), the suitability of the theme or genre for audience preferences, and interactivity via challenges, creator duets, and collaborations with influencers. Engagement metrics such as average likes, shares, views, and comments were found to be high across the observed contents. Regression analysis showed a significant relationship, with a determination coefficient (R²) of 0.803—meaning 80.3% of the variation in user engagement can be explained by the effectiveness of TikTok Movie Hub promotions. The instrument's validity and reliability were also confirmed (Cronbach's Alpha 0.940), ensuring the quality and consistency of the data. In conclusion, TikTok Movie Hub represents a highly effective digital marketing strategy for building engagement with Vision+ Series PayLater. Its success is supported by a combination of visual attractiveness, relevance to audience interests, trending strategies, and interactive features afforded by TikTok—contributing significantly to digital marketing practices in Indonesia’s streaming industry. Furthermore, this study paves the way for future research to compare the effectiveness of TikTok Movie Hub across various digital sectors or streaming platforms and to explore the long-term impacts of using TikTok features to build customer loyalty. The empirical findings presented here provide an important foundation for developing adaptive digital marketing models aligned with evolving social media trends.