Eksplorasi Engagement Rate dan Strategi Konten Tiktok Tasya Farasya: Validasi Model Komunikasi Pemasaran Digital

Authors

  • Rikky Saputra Universitas Pancasakti Tegal, Jawa Tengah
  • Zahra Syahrani Universitas Pancasakti Tegal, Jawa Tengah
  • Silviana Rahmadani Universitas Pancasakti Tegal, Jawa Tengah
  • Deddy Prihadi Universitas Pancasakti Tegal, Jawa Tengah

DOI:

https://doi.org/10.64685/jmec.v3i2.42

Keywords:

Pemasaran Digital, Strategi Konten, Engagement Rate, TikTok, Tasya Farasya

Abstract

This research aims to explore the engagement rate and TikTok content strategy used by Tasya Farasya as a beauty influencer, and relate it to the validation of the digital marketing communication model. This research uses the media text analysis method. This research aims to explore the engagement rate and TikTok content strategy used by Tasya Farasya as a beauty influencer, and relate it to the validation of the digital marketing communication model. The results showed that the content strategy applied included personal branding, utilization of TikTok trends, storytelling, active interaction with followers, and consistency of visual editing. Meanwhile, the engagement rate managed to increase to 3.73%, with an average of 156.5 thousand likes, 1,000 comments, and 2.1 million viewers per content. This figure is classified in the high engagement category. The high engagement rate is proven to be in accordance with the application of elements from the digital marketing communication model, such as source credibility, message suitability, and platform selection.

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Published

2025-07-01

Issue

Vol. 3 No. 2 (2025): July

Section

Articles

License

Copyright (c) 2025 Rikky Saputra, Zahra Syahrani, Silviana Rahmadani, Deddy Prihadi

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Licensing

© The Author(s). Published by Dimar Jaya Publishing.

This is an Open Access article distributed under the terms of Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

How to Cite

“Eksplorasi Engagement Rate Dan Strategi Konten Tiktok Tasya Farasya: Validasi Model Komunikasi Pemasaran Digital”. Journal of Management, Education and Communication 3, no. 2 (July 1, 2025): 121–135. Accessed May 10, 2026. https://journal.dimarjayapublishing.com/index.php/jmec/article/view/42.