Sentimen Audiens terhadap Kampanye Pseudo User-Generated Content di TikTok Indonesia (Analisis Sentimen Komentar pada Kampanye Covert Advertising Laundry Majapahit milik Jenama Rinso di TikTok)

Ajra Hasani Partadiredja, Syafrizal, S.I.P, M.A.

2026 | Skripsi | Ilmu Komunikasi

Penelitian ini memetakan sentimen audiens TikTok Indonesia terhadap kampanye covert advertising berbasis pseudo user-generated content (pseudo UGC) melalui studi kasus kampanye Laundry Majapahit milik jenama Rinso. Menggunakan paradigma interpretatif dengan desain studi kasus tunggal, penelitian ini menerapkan analisis isi kualitatif dengan pendekatan terarah (directed content analysis) yang dioperasionalkan melalui klasifikasi sentimen manual dan analisis tematik hibrida deduktif-induktif terhadap 900 komentar yang dikumpulkan melalui scraping dari lima konten kampanye pada tiga kategori akun kreator (besar, menengah, kecil). Sentimen audiens didominasi oleh respons netral (45,3%) dan positif (41,8%), dengan proporsi sentimen negatif yang jauh lebih rendah dari prediksi literatur covert advertising konvensional (12,7%). Ekspresi persuasion knowledge secara eksplisit hanya ditemukan pada 46 dari 900 komentar, mengindikasikan dominannya jalur noninstantiation yang menunjukkan bahwa skema iklan audiens tidak teraktivasi karena perhatiannya tertuju pada narasi sosial-budaya konten, bukan pada motif komersialnya. Analisis tematik mengidentifikasi lima tema dominan, dengan partisipasi sosial dan komunitas sebagai tema yang paling konsisten muncul di seluruh kategori akun. Pada audiens yang persuasion knowledge-nya teraktivasi, respons yang muncul tidak seragam negatif, terdapat apresiasi terhadap kreativitas strategi yang digunakan. Temuan ini menunjukkan bahwa hubungan antara pengenalan covert advertising dan sikap audiens tidak bersifat mutlak, melainkan dipengaruhi oleh sejauh mana narasi konten relevan dengan pengalaman sosial-budaya audiens.

This study maps the sentiment of Indonesian TikTok audiences toward a covert advertising campaign in pseudo user-generated content (pseudo UGC) format, using the Laundry Majapahit campaign by the Rinso brand as a case study. Employing an interpretive paradigm within a single case study design, the study applies directed qualitative content analysis, operationalized through manual sentiment classification and hybrid deductive-inductive thematic analysis to 900 comments drawn from five campaign contents across three creator account categories. Audience sentiment was dominated by neutral (45.3%) and positive (41.8%) responses, with negative sentiment substantially lower than conventional covert advertising literature would predict (12.7%). Explicit persuasion knowledge expressions appeared in only 46 of 900 comments, indicating the dominance of the noninstantiation pathway, a condition in which audiences do not activate their advertising recognition schema because their attention is directed toward the content’s social-culture narrative. Thematic analysis identified five dominant themes, with social participation and community emerging as the most consistent. Among audiences whose persuasion knowledge was activated, responses were not uniformly negative, some expressed appreciation for the creativity of the strategy employed. These findings suggest that relationship between covert advertising recognition and audience attitudes is not absolute, but contingent on how closely a campaign’s narrative resonates with the sociocultural experiences of its target audience.

Kata Kunci : pseudo UGC, covert advertising, analisis isi, analisis sentimen, persuasion knowledge, TikTok Indonesia