GAYA KOMUNIKASI INFLUENCER MALANG DI MEDIA TIKTOK (Analisis isi pada akun @gerrhasan dan @quhiiin)

This research focuses on the communication styles of Malang-based TikTok influencers Gerry Hasan and Queena Arrachim, known for their ability to build interaction and rapport with their audiences through digital content. The purpose of this study is to describe the communication styles used by these two influencers in conveying messages on TikTok.
This study used a qualitative approach with descriptive content analysis. Data were collected through documentation of TikTok videos with the highest number of likes, then analyzed using Norton's (2006) communication style theory, which encompasses dramatic, friendly, open, and impression-leaving styles.
The results show that Gerry Hasan displays a dramatic, open, friendly, and impression-leaving communication style. These styles are evident through exaggerated expressions, spontaneous humor, and a friendly demeanor that leaves a lasting impression on the audience. Meanwhile, Queena Arrachim predominantly uses a dramatic and open style, evident in her honest, expressive, and open way of speaking when sharing her daily culinary experiences.
The analysis concludes that both influencers employ communication styles that reflect their individual personalities and characters and play a significant role in building emotional rapport with their audiences. The communication style applied by both of them is also an effective personal branding strategy to attract attention and maintain relationships with followers on social media.