•  
  •  
 

Abstract

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using qualitative and phenomenological methods as its approach. In this study, three UGC accounts about the film on TikTok were selected. UGC can be one of the marketing strategies for the film Pabrik Gula to create closer and more authentic relationships with the audience.

Bahasa Abstract

Media sosial terus mendorong tren digital yang berkembang di Indonesia, salah satunya dalam strategi pemasaran. TikTok menjadi salah satu media sosial dan mampu mendapatkan eksposur yang lebih luas karena mampu menciptkan tren yang viral. Sejalan dengan penggunaan TikTok yang terus meningkat, munculnya fenomena User Generated Content (UGC). Penelitian ini bertujuan untuk mengkaji UGC pada strategi pemasaran film Pabrik Gula untuk meningkatkan komunikasi efektif, hubungan erat dengan audiens, strategi kreatif produksi konten. Penelitian ini menjadikan User Generated Content (UGC) sebagai subjek penelitian, Pabrik Gula sebagai objek dengan metode kualitatif dan fenomenologi sebagai pendekatannya. Pada penelitian ini, diambil tiga akun UGC tentang film di TikTok. UGC dapat menjadi salah satu strategi pemasaran film Pabrik Gula menciptakan hubungan yang lebih dekat dan autentik dengan audiens.

References

Agrawal, E. (2023). Going Viral: An Analysis of Advertising of Technology Products on TikTok. University of California, Berkeley.

Alexander, B. (2017). The New Digital Storytelling: Creating Narratives with New Media. Praeger.

Amaliyatul, M., Hermawan, A., & Nuryadin, A. (2024). Pengaruh Social Media Marketing Dan User Generated Content (UGC) terhadap Purchase Decision Produk Luxcrime pada Generasi Z di TikTok. Journal of Information Systems Management and Digital Business, 2(1), 40–49. https://doi.org/10.70248/jismdb.v2i1.1184

Andzani, D. (2023). Dinamika komunikasi digital: Tren, tantangan, dan prospek masa depan. Jurnal Syntax Admiration, 4(11), 1964-1976.

Ankerson, M. S. (2015). Social media and the “read-only” web: Reconfiguring social logics and historical boundaries. Social Media+ Society, 1(2), 2056305115621935.

Bungin, B. (2019). Sosiologi Komunikasi: teori, Paradigma, dan Diskursus Teknologi Komunikasi di Masyarakat. Bandung: Kencana Prenada Media Group.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Fadillah, D. (2025). Laporan Kinerja LSF, 2024 Jadi Tahun Terbaik untuk Industri Film Indonesia. Retrieved August 24, 2025, from https://www.liputan6.com/showbiz/read/5885148/laporan-kinerja-lsf-2024-jadi-tahun-terbaik-untuk-industri-film-indonesia?page=2

Gabriella. (2025). Fakta Unik UGC.

Iskandar, S. (2025). Peran User Generated Content dalam Strategi Promosi Film Indonesia di Platform Media Sosial. Sense: Journal of Film and Television Studies, 8(1), 75-86.

Judgje, N. (2025, 15 April). Siapa yang tau tentang Ritual Manten Tebu? #NERROR. [Video]. TikTok. https://www.tiktok.com/@nessie_judge/video/7493393338813402423?q=manten%20tebu&t=1757580950253

Judijanto, L., & Hutauruk, F. N. (2025). Inovasi Pemasaran Melalui Media Sosial: Kajian Literatur. Jurnal Komunikasi, 3(1), 18-25.

Lusa, S., Hutabarat, P. M., Adelina, E., & Rahmanita, M. (2023, December). The Role of Digital Content Marketing in Promoting Water Sport for Supporting Adventure Tourism Case Study: Seadoo Safari Jakarta. In 4th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2023) (pp. 334-340). Atlantis Press.

Lopes, A. R., Porto, I., & Casais, B. (2022). Digital content marketing: Conceptual review and

recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.

Pertiwi, E., & Sanusi, A. P. (2023). Storytelling in the Digital Age: Examining the Role and Effectiveness in Communication Strategies of Social Media Content Creators. Palakka: Media and Islamic Communication, 4(1), 25–35.

Rachmah, S. A., & Madiawati, P. N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. ATRABIS Jurnal Administrasi Bisnis (e-Journal), 8(1), 48-60.

Rahel, K. S. H. (2025). Memanfaatkan UGC sebagai Media Promosi Film.

Rensink, J. M. (2013). What motivates people to write online reviews and which role does personality play. University of Twente, Master Thesis.

Riani, A. (2025). Mengenal Tradisi Manten Tebu yang Diangkat dalam Film Pabrik Gula. Retrieved September 11, 2025, from https://www.liputan6.com/lifestyle/read/5984611/mengenal-tradisi-manten-tebu-yang-diangkat-dalam-film-pabrik-gula

Rizomyliotis, I., Lin, C. L., Konstantoulaki, K., & Phan, T. (2024). TikTok short video marketing and Gen Z’s purchase intention: evidence from the cosmetics industry in Singapore. Journal of Asia Business Studies, 18(4), 930–945. https://doi.org/10.1108/jabs-04-2023-0138

Sobouti, H., & Alavijeh, M. R. K. (2024). Brand Relationship Quality Through Social Media Marketing, Digital Content Marketing, and Emotional Customer Engagement. SSRN, https://doi.org/10.2139/ssrn.4995645

Download

Share

COinS