Analisis User Generated Content dalam Pembentukan Isu Etika dan Reputasi Zando Agency di Tiktok
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Abstract
Penelitian ini mengkaji sisi problematis User Generated Content (UGC) yang selama ini umumnya ditempatkan dalam kerangka optimistis sebagai instrumen pemasaran yang autentik dan meningkatkan kepercayaan konsumen. Tujuan penelitian adalah menganalisis rantai kausalitas UGC dalam kampanye BabyZilla yang membentuk isu etika terhadap Zando Agency di TikTok, serta menganalisis dampak isu tersebut terhadap reputasi agensi. Penelitian menggunakan paradigma konstruktivisme dengan metode studi kasus instrumental. Data dikumpulkan melalui wawancara mendalam terhadap empat informan, yakni satu pihak internal agensi, dua kreator kritis, dan satu audiens biasa, ditunjang observasi non-partisipan serta dokumentasi kolom komentar TikTok dan utas Threads. Keabsahan data dijaga melalui triangulasi sumber dan triangulasi metode, sedangkan analisis dilakukan dengan analisis tematik Braun dan Clarke. Hasil penelitian menunjukkan isu etika terbentuk melalui empat level yang saling mengunci, yaitu algoritma platform yang buta nilai pada level struktural, tata kelola agensi berorientasi konversi tanpa protokol antisipasi mis-atribusi pada level institusional, mis-atribusi berbasis inferensi sirkumstansial pada level UGC sekunder, dan kristalisasi isu pada level outcome. Cerobong kausalitas pada ekosistem digital terbukti bersifat rekursif, karena outcome pada satu putaran kembali menjadi kondisi struktural bagi putaran berikutnya. Dampak reputasi berlangsung berlapis pada persepsi, perilaku konsumen, dan perilaku institusional, dengan strategi diam justru dimaknai publik sebagai penanda pengakuan.
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