Conflict-Driven User-Generated Content pada Konflik Viral Laundry Majapahit di TikTok
DOI:
https://doi.org/10.30822/aksioma.v5i2.5656
Kata Kunci:
Conflict-Driven User-Generated Content, Netnografi, TikTok, User-Generated Content, Viral MarketingAbstrak
Penelitian ini bertujuan menganalisis pembentukan Conflict-Driven User-Generated Content (CD-UGC) pada konten viral Laundry Majapahit di TikTok serta menjelaskan bagaimana konflik digital membentuk keterlibatan pengguna, proses pembentukan makna, dan respons konsumen terhadap suatu merek. Penelitian menggunakan pendekatan kualitatif dengan metode netnografi terhadap komentar pengguna pada empat video TikTok Laundry Majapahit yang memicu perbincangan luas di media sosial. Data dikumpulkan melalui observasi nonpartisipan terhadap komentar yang telah melalui proses data cleaning, kemudian dianalisis menggunakan analisis tematik berbantuan NVivo 12 Plus melalui tahapan open coding, axial coding, dan selective coding. Hasil penelitian mengidentifikasi lima tema utama pembentuk CD-UGC, yaitu Emotional Engagement, Marketing Attribution, Sense-Making Process, Community Interaction, dan Consumer Response. Emotional Engagement menjadi tema yang paling dominan, ditandai dengan munculnya humor, sarkasme, empati, serta kecenderungan pengguna menikmati konflik. Konflik juga memunculkan dugaan adanya gimmick, sponsor, dan setting, mendorong rasa ingin tahu terhadap kronologi konflik, meningkatkan interaksi antarpengguna, membentuk persepsi terhadap merek, serta mendorong niat mencoba layanan maupun meniru strategi komunikasi yang digunakan Laundry Majapahit. Temuan ini menunjukkan bahwa konflik digital tidak hanya menghasilkan percakapan di media sosial, tetapi juga membentuk Conflict-Driven User-Generated Content yang memperluas jangkauan organik, meningkatkan keterlibatan audiens, serta berpotensi memperkuat viralitas dan menciptakan nilai pemasaran secara organik bagi pelaku usaha. Penelitian ini memperkaya kajian pemasaran digital dengan menawarkan CD-UGC sebagai konsep yang menjelaskan mekanisme terbentuknya viralitas berbasis konflik dalam ekosistem media sosial.
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