ANALISIS STRATEGI PENYUSUNAN CERITA DIGITAL AKUN TIKTOK BAGIAN INFORMASI PENERIMAAN MAHASISWA BARU UNIVERSITAS MUHAMMADIYAH PONOROGO

ABSTRACT
ANALISIS STRATEGI PENYUSUNAN CERITA DIGITAL AKUN
TIKTOK BAGIAN INFORMASI PENERIMAAN MAHASISWA BARU
UNIVERSITAS MUHAMMADIYAH PONOROGO
MUHAMMAD BINTANG SOFIAN
22240999

This study aims to analyze the digital storytelling strategy used in the TikTok
account of BIPMB at Muhammadiyah University of Ponorogo in building
university branding. This research uses a descriptive qualitative approach with
data collection techniques including interviews, observations, and documentation.
The study applies digital storytelling theory by Fog, Budtz, and Yakaboylu (2010),
which includes four elements: message, conflict, characters, and plot. The results
show that the creative team has effectively implemented storytelling strategies.
Messages are delivered through entertainment, promotional, and informational
content. Conflicts are based on social issues and trends, leading to positive
resolutions. The characters represent student life and cultural diversity, while the
plot follows a simple linear structure. Overall, digital storytelling enhances content
attractiveness, audience engagement, and the university’s positive image on social
media.

KEYWORDS: Digital storytelling, TikTok, University branding, Social media