The rapid growth of social media in the digital era has encouraged business actors
to utilize digital platforms as more effective promotional media, one of which is the
TikTok application. TikTok is not only used as a medium of entertainment, but also
as an effective marketing tool, as it is able to reach a wide audience through
creative, short, and persuasive video content. This study aims to examine and
analyze the persuasive communication strategies implemented by the “Bang Det
Bikin Ulah” account in promoting its unique egg roll products. This research
employs a descriptive qualitative approach using a case study method. Data were
collected through observation of selected content, in-depth interviews with the
account owner, and documentation as supporting data. The data analysis technique
used the Miles and Huberman model, which consists of data reduction, data display,
and conclusion drawing. This study is based on Carl Hovland’s persuasive
communication theory, which includes three important indicators: communicator
credibility, message quality, and the emotional condition of the audience. The
results of this study indicate that Bang Det is able to act as a credible communicator
through direct involvement in the production process, delivering educational and
creative messages, and building emotional closeness with the audience through
humor and interaction, thereby influencing changes in attitudes and behaviors
toward purchasing decisions.
Keywords: persuasive communication, TikTok, promotion, unique egg rolls, Carl
Hovland