PENGGUNAAN KONTEN AI SURABAYA MILIK @BRANDONLILHERO DENGAN UNSUR BAHASA JAWA PADA TIKTOK SEBAGAI MEDIA PROMOSI

Abstract

This study aims to find out how the use of @brandonlihero's Ai Surabaya content containing Javanese
language elements is used as promotional media. The researcher uses the 4C theory of social media by Chris Heuer.
This research is a descriptive qualitative research using phenomenological methods. Collecting data in this study
was obtained through interviews and observation. The results of this study indicate that the use of Ai Surabaya
content has gone through several stages in accordance with Heuer's 4C theory, namely context shown by humor
content, relate content, packaging captions, themes, and language. Communication, namely through the delivery of
product information and interaction with the audience. Collaboration through collaboration between Brandon and
the brand. Connection, that is, apart from going through the comments column, Brandon maintains the relationship
that has been built with the audience by being himself in the content.