PESAN KOMUNIKASI GAYA BERPAKAIAN PERKEMBANGAN TREND FASHION (Analisis Isi pesan pada Akun Tik-Tok Urban Sneaker Society)

ABSTRAK
Social media, in its development, has become the fastest means of delivering messages, contributing to the advancement of media technology in Indonesia. This development meets the public’s need for information, including education, business, entertainment, and other areas. Currently, several new media accounts, such as TikTok, provide information and trend updates. Among these, TikTok account @urbansneakerssociety is notably followed by many young people, particularly Millennials and Gen-Z in Indonesia. This study examines the content of TikTok’s Urban Sneakers Society account and the evolution of fashion trends. The research aims to understand how TikTok is utilized as an information medium concerning fashion, clothing styles, and fashion items in Indonesia. It focuses on analyzing digital content as an information source. The methodology employed is content analysis with a descriptive quantitative research type. Data collection involves primary data from coding results based on criteria established by the researcher and online content and documentation analysis of TikTok posts. Secondary data is gathered through literature reviews from books, journals, and articles. The theoretical framework used is message content theory by Rogers and Shoemaker. The study concludes that each video in the “owner spotlight” playlist addresses clothing styles, fashion items, and their evolution within fashion trends. The TikTok account @urbansneakersociety effectively uses social media as a medium for fashion information, trends, and styles through up-to-date and relatable content. The content provided by @urbansneakersociety applies message content theory, making it easier for followers to find relevant and current information.