GAYA DAN TEKNIK KOMUNIKASI PERSUASIF PADA AKUN TIKTOK @boboholokal DALAM MEMIKAT PENONTON (Analisis Isi Konten Review Film "WHEN LIFE GIVES YOU TANGERINES")

TikTok is a digital medium frequently used by the public, especially among the younger generation. Similarly, content creator Alex Simanjuntak utilizes TikTok as a persuasive communication tool to influence audience decisions and build emotional connections with them through film review content. The purpose of this study is to analyze the persuasive communication styles and techniques used by Alex Simanjuntak on his @boboholokal account in his review of the film "When Life Gives You Tangerines" on TikTok. This study used a qualitative content analysis approach, focusing on eight video content pieces as the units of analysis. Data were obtained through a documentary study of video content on the @boboholokal account. These were then analyzed based on indicators of communication style and persuasive communication techniques.
The results of this study indicate that Alex Simanjuntak predominantly uses two communication styles: friendly and animated-expressive. The friendly style aligns with the equalitarian style, which is characterized by relaxed, friendly communication, openness, and two-way interaction with the audience. Meanwhile, the animated expressive style aligns with the dynamic style, which is demonstrated through strong non-verbal expressions, such as facial expressions, body gestures, and energetic vocal intonation. On the other hand, the dominant persuasive communication technique used is the association technique, which links the message to the audience's emotional experience, while the reward technique is used through providing positive promises or expectations to attract interest in watching.