Analisis Content Creator Tiktok Kota Malang: Strategi & Motivasi Presentasi Diri

TikTok, as a short-form video platform, has become increasingly popular among young people in Indonesia, including in the city of Malang. This phenomenon has given rise to numerous content creators facing intense competition, making self-presentation strategies crucial for building a brand image and attracting an audience. This study aims to identify the self-presentation strategies employed by TikTok content creators in Malang and the motivations behind their choice of strategies. A qualitative research method with a phenomenological approach was employed through interviews and observations of three content creators in Malang City. The findings reveal that the strategies employed include Assertive Strategy, Emotionally Engaging Strategy, Adaptive & Audience-Based Strategy, Consistency Strategy, Distinctiveness Strategy, and Defensive Strategy. Behind each strategy, there are motivations divided into three main categories: social motivations (interpersonal relationships and social rewards), professional motivations (credibility, integrity, image, and self-esteem), and adaptive motivations (audience feedback). This study contributes to the field of social psychology and content creation practices in the social media era.