TEKNIK KOMUNIKASI PERSUASIF PADA KONTEN TIKTOK (Analisis Isi dalam Konten Self Development Pada Akun @sundarindah)

Persuasive Communication Techniques on TikTok Content (Content Analysis of Self Development Content on the @Sundarindah Account) TikTok is a popular social media platform, providing users with the opportunity to share and search for information, including educational and inspirational content. The condition of Indonesian teenagers facing mental and emotional challenges, such as loneliness, anxiety, and insecurity, highlights the importance of guidance and motivation related to self-development. This research aims to identify and describe the persuasive communication techniques used by the TikTok account @sundarindah in its self-development content. The theory used is Carl Hovland's persuasive communication theory, applying Onong Uchana Effendy's persuasive communication techniques, namely association techniques, integration techniques, reward techniques, compliance techniques, and red-herring techniques. This research employs a content analysis method with a descriptive qualitative approach, analyzing 19 self-development-themed video contents from the TikTok account @sundarindah posted from January to December 2023. Data collection was conducted by gathering and classifying videos based on the persuasive communication techniques used. The research results indicate that @sundarindah utilizes various persuasive communication techniques to convey messages in its content. The integration technique, which involves the use of words like "you", "we", and "your" to evoke emotional feelings equivalent to the audience, is the most dominantly used by @sundarindah. Additionally, other techniques have also proven effective in persuading and motivating the audience in their self-development, based on positive responses and active engagement from the audience in the comment section.