Pambudi, Gregorius Satrio Adi Arto (2026) User-Generated Content (UGC) dalam Komunikasi Brand Tecno di TikTok: Studi Kualitatif pada Komunitas Tecno Fans Indonesia. Masters thesis, UPN Veteran Jawa timur.
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Abstract
The rapid evolution of algorithm-driven social media has transformed the way companies communicate with their audiences. On TikTok, users have moved beyond the role of passive information consumers to become active participants who create, modify, and disseminate brand-related content through user-generated content (UGC). This phenomenon reflects the emergence of a participatory culture that has reshaped the landscape of modern brand communication. This study aims to analyze how the dynamics of participatory culture, manifested through UGC activities on TikTok, contribute to Tecno's brand communication. This study utilized a qualitative case study approach. Participants were selected through purposive sampling and consisted of a total of six individuals: two Tecno internal staff members (a retail marketing manager for the Sulawesi and Maluku regions and a fan and community engagement expert), three Tecno Core Opinion Consumers (KOCs) who actively create TikTok content related to Tecno products, and one active member of the Tecno community. Data was collected online through in-depth interviews using the Lark application. The collected data was analyzed using thematic analysis, which included coding, categorization, and thematic interpretation, to identify patterns emerging from the participants' experiences and perspectives. This study adopts Henry Jenkins' (2006) Participatory culture Theory as its primary theoretical framework to explain users' active participation in brand communication through User-Generated Content (UGC). This analysis is further supported by the concepts of brand communication, User-Generated Content (UGC), e-Word Marketing (e-WOM), and TikTok, an algorithm-based social media platform that facilitates the natural diffusion of content through recommendation systems. Research findings have revealed that User-Generated Content (UGC) activity on TikTok serves as a facet of engagement culture. Users are actively creating product reviews, unboxing videos, photo content, gaming content, tutorials, and personal product experiences related to Tecno smartphones. This engagement is further reinforced through Key Opinion (KOC) communities, WhatsApp groups, community gatherings, challenges, and collaborative activities, which facilitate knowledge sharing and social interaction among members. Because UGC is based on users' actual experiences, it is perceived as more authentic and trustworthy than official corporate content. Furthermore, TikTok ’s algorithmic features (such as Recommended Year Pages (FYP), engagement metrics, comments, shares, hashtags, and Calls to Action (CTA) strategies) play a crucial role in the natural diffusion of UGC. These engagement dynamics contribute to Tecno’s brand communication by enhancing brand awareness, strengthening brand credibility, increasing brand engagement, and building closer collaborative relationships between the company and its customers. This study concludes that brand communication on TikTok is no longer unilaterally controlled by companies, but is increasingly being shaped by a participatory culture in which users participate as co-creators of the communication process. Therefore, User-Generated Content (UGC) functions beyond a mere promotional tool as a form of participatory culture that significantly contributes to tecno brand communication on TikTok. Keywords: Participatory culture, User-generated content, TikTok, Brand communication, Tecno
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Social and Political Sciences > Magister Communication | ||||||||||||
| Depositing User: | Mr Gregorius Satrio Adi Arto Pambudi | ||||||||||||
| Date Deposited: | 22 Jul 2026 06:13 | ||||||||||||
| Last Modified: | 22 Jul 2026 06:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57416 |
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