Vinne Halinda Putri, . (2026) GAYA KOMUNIKASI KREATOR TIKTOK DALAM MENYAJIKAN KONTEN ENDORSEMENT BERTEMA SKETSA (Studi Pada Akun @kevinmillenio). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of digital marketing through social media has encouraged content creators to integrate commercial messages into entertainment content, making it important to examine the communication style used in delivering endorsements. This study analyzes the communication style of a TikTok content creator in presenting infidelity-themed skit endorsement content, focusing on the account @kevinmillenio through its “Pacar Orang” series. The study employs a descriptive qualitative using Norton’s (1983) Communicator Style framework. Data were obtained through observation of three endorsement videos and in-depth interviews with four informants, including a clinical psychologist as the expert informant. The findings show that the creator’s communication style functions as a conditional system that follows four recurring infidelity situations: suspicion emerging, being pressured and confronted, diverting attention to the product, and reassuring to de-escalate suspicion. Attentive Style emerges as the most dominant style, supported by Open, Friendly, and Animated Expressive Style during the stage of building closeness, and by Precise and Impression Leaving Style during the delivery of the endorsement. The expert informant’s assessment confirms that this pattern represents communication patterns commonly found among individuals who tend to engage in infidelity in real life. This study shows that the creator’s communication style successfully builds audience emotional engagement while effectively delivering commercial messages through consistent narrative integration. However, this communicative success cannot be equated with a justification of the infidelity phenomenon being represented, so that content on such sensitive themes needs to be consumed with critical awareness to prevent it from becoming an example normalized by audiences.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411091] [Pembimbing: Kumala Hayati] [Penguji 1: Damayanti] [Penguji 2: Putrawan Yuliandri] |
| Uncontrolled Keywords: | Communication Style, Content Creator, Endorsement Content, Social Media Skit |
| Subjects: | H Social Sciences > HM Sociology P Language and Literature > PN Literature (General) > PN1990 Broadcasting |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | VINNE HALINDA PUTRI |
| Date Deposited: | 31 Aug 2026 07:31 |
| Last Modified: | 31 Aug 2026 07:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53283 |
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