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      "date": "2026-02-25",
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      "subjects": [
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      "abstract": "Perkembangan media sosial, khususnya TikTok, telah dimanfaatkan pelaku\r\nusaha jasa sebagai sarana komunikasi pemasaran digital untuk menjangkau audiens\r\nsecara lebih luas. Salah satunya adalah akun TikTok @infokost.jogja yang berperan\r\nsebagai penyedia informasi kost di wilayah Yogyakarta. Penelitian ini bertujuan\r\nuntuk merancang strategi konten akun tersebut dalam meningkatkan keterlibatan\r\naudiens. Pendekatan yang digunakan adalah kualitatif dengan metode deskriptif.\r\nData dikumpulkan melalui observasi konten TikTok, wawancara dengan pihak\r\npengelola akun, audiens, dan teknik dokumentasi. Analisis data berlandaskan pada\r\nteori S.O.M.E (Share, Optimize, Manage, Engage) untuk melihat bagaimana\r\nstrategi konten dirancang, dikelola, dan dioptimalkan dalam membangun interaksi\r\ndengan audiens. Hasil penelitian menunjukkan bahwa akun TikTok\r\n@infokost.jogja telah menerapkan strategi konten informatif, visual menarik\r\nberupa tur kost, dengan target audiens mahasiswa dan pekerja pencari hunian kost.\r\nInteraksi melalui kolom komentar, caption komunikatif, dan fitur voice over\r\nberkontribusi pada peningkatan keterlibatan audiens. Namun, implementasi aspek\r\nengage dan interaksi dua arah belum berjalan optimal karena minim balasan\r\nkomentar, belum memanfaatkan fitur video reply, live, Q&A, serta frekuensi\r\nunggah yang tidak konsisten, sehingga engagement belum maksimal.",
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