Pengaruh Komunikasi Persuasif Dalam Konten Endorsment Tiktok Fuji An Terhadap Sikap Pengguna Tiktok Berdasarkan Social Judgement Theory

Abstract

This study aims to determine the effect of persuasive communication style in Fuji An's TikTok content, especially those containing endorsement elements, on TikTok users' attitudes based on the Social Judgement Theory approach. The background of this research is based on the phenomenon of the increasing role of social media, especially TikTok, as a major platform in shaping public opinion and consumer behavior, where influencers play an important role in delivering persuasive messages. Fuji An, as a well-known content creator with millions of followers on TikTok, is known for his authentic, emotional, and credible communication style, which is considered capable of influencing audience attitudes and preferences, especially in the context of product promotion (endorsement). This research uses a quantitative approach with a survey method of 100 active TikTok user respondents who have accessed Fuji An content. Data analysis techniques were carried out using simple linear regression tests and Spearman correlation to measure the influence between persuasive communication styles (variable X) and user attitudes (variable Y). The results showed a significant and positive influence between the persuasive communication style displayed by Fuji An and the attitude of TikTok users. The most dominant components of communication style that influence the audience include personal appeal, credibility of the message source, and the use of emotional narratives that match the social values of young audiences. Based on Social Judgement Theory, the majority of the audience placed Fuji An's messages within the latitude of acceptance, indicating the success of its communication style in creating positive attitudes. Thus, this study confirms the importance of emotionally designed, personalized, and relevant persuasive communication strategies in increasing the effectiveness of digital messages, especially in the practice of endorsement through social media. The findings can contribute both theoretically to digital communication studies, as well as practically to content creators and marketers in designing campaigns that are oriented towards audience engagement and attitude building.