Wibowo, Cindy Berliana (2026) Storytelling Sebagai Strategi Soft Selling (Analisis Naratif Dalam Konten Video TikTok @Dosenkecantikan Periode Februari-Maret 2026). (Storytelling as a Soft Selling Strategy (Narrative Analysis of TikTok Video Content @dosenkecantikan February – March 2026)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
|
Text (ABSTRAK)
abstrak.pdf Download (4MB) | Preview |
|
![[img]](http://repository.untag-sby.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Repository staff only Download (387kB) | Request a copy |
|
|
Text (BAB II)
BAB II.pdf Restricted to Repository staff only Download (327kB) | Request a copy |
|
|
Text (BAB III)
BAB III.pdf Restricted to Repository staff only Download (516kB) | Request a copy |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only Download (778kB) | Request a copy |
|
|
Text (BAB V)
BAB V.pdf Restricted to Repository staff only Download (370kB) | Request a copy |
|
|
Text (LAMPIRAN)
lampiran.pdf Download (9MB) | Preview |
|
|
Text (JURNAL)
JURNAL CINDY.pdf Restricted to Repository staff only Download (924kB) | Request a copy |
|
|
Text (JURNAL TURNITIN)
turnitin cindy.pdf Restricted to Repository staff only Download (9MB) | Request a copy |
Abstract
This study examines storytelling as a soft-selling strategy in TikTok video content uploaded by @dosenkecantikan during the February–March 2026 period. The purpose of this study is to understand how storytelling is constructed to deliver promotional messages about lip product s in a subtle and natural manner. This research employs a descriptive qualitative approach using narrative analysis. The data were collected through observation and documentation of three TikTok videos from @dosenkecantikan that promote lip product s and contain storytelling elements. The analysis was conducted by identifying the narrative elements that construct the story within each content and interpreting them through Walter Fisher’s Narrative Paradigm, particularly the concepts of coherence and fidelity. The findings reveal that storytelling in @dosenkecantikan’s content is constructed through the creator’s personal experiences, daily activities, audience interactions, product demonstrations, and visual proof of product performance. The promoted lip product s are not presented as the main advertising focus; instead, they are naturally integrated into activities such as searching for iftar snacks, responding to audience comments, and reviewing viral food. The storytelling construction demonstrates coherence through a well organized narrative flow, consistency between verbal and visual narratives, and the creator’s consistent role as a narrator. Furthermore, fidelity is reflected in the closeness of the stories to the audience’s experiences, habits, and digital content consumption culture on TikTok. Therefore, storytelling in @dosenkecantikan’s content functions as a soft-selling strategy that effectively delivers promotional messages in a natural, relevant, and non-intrusive manner.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Storytelling, Soft selling, TikTok, Digital marketing communication, narrative analysis, Walter Fisher |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200031 Cindy Berliana Wibowo |
| Date Deposited: | 09 Nov 2026 06:02 |
| Last Modified: | 09 Nov 2026 06:02 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/46593 |
Actions (login required)
 |
View Item |
