Fadhillah, Evia Nur (2025) PESAN GAYA HIDUP DALAM PENGGUNAAN GAMIS PRIA PADA KONTEN TIKTOK (Analisis Isi Akun @zaaferindonesia). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
TikTok social media is not only an entertainment platform, but can also be used as a communication medium that can convey social values and identities. Zaafer Indonesia uses TikTok as a means of conveying lifestyle values through visual content of Muslim men's robes. The purpose of this study was to determine the content and method of conveying lifestyle messages in the use of men's robes in the TikTok content @zaaferindonesia. The study used a qualitative approach with the Bungin content analysis method and the concept of lifestyle according to Kotler. Data collection through documentation and literature studies of TikTok content uploaded in the period 15 February–21 April 2023. The results of the study found that the TikTok content @zaaferindonesia contains lifestyle indicators of upper-middle-class Muslim men through activities such as breaking the fast at premium restaurants, walking in luxury hotels, and heading to the mosque. Interests are shown in modern Muslim fashion, visually appealing influencers, and luxurious, cinematic settings. The constructed opinion suggests that Muslim men can be religious, modern, and sophisticated, with the gamis serving as a symbol of identity. The message content carries emotional, moral, and rational appeals through warm atmospheres, Islamic values, and social status symbols. The delivery is nonverbal and cinematic through visuals, facial expressions, body gestures, handsome and proportionally built male influencers, some with Middle Eastern features, and religious or viral soundtracks.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Media sosial TikTok tidak hanya menjadi platform hiburan, tetapi juga dapat dimanfaatkan sebagai media komunikasi yang dapat menyampaikan nilai dan identitas sosial. Zaafer Indonesia memanfaatkan TikTok sebagai sarana menyampaikan nilai gaya hidup melalui konten visual berbusana gamis pria muslim. Penelitian ini bertujuan untuk mengetahui isi dan cara penyampaian pesan gaya hidup dalam penggunaan gamis pria pada konten TikTok @zaaferindonesia. Penelitian menggunakan pendekatan kualitatif dengan metode analisis isi serta konsep gaya hidup. Pengumpulan data melalui dokumentasi dan studi pustaka terhadap konten TikTok yang diunggah dalam periode 15 Februari–21 April 2023. Hasil penelitian menemukan bahwa konten TikTok @zaaferindonesia memuat indikator gaya hidup pria muslim kelas menengah ditampilkan melalui aktivitas seperti berbuka puasa di restoran premium, berjalan di hotel mewah, hingga menuju masjid. Minat terlihat pada fashion muslim modern, influencer yang menarik secara visual, serta lokasi mewah dan sinematik. Opini yang dibangun adalah bahwa pria muslim bisa religius, modern, dan berkelas dengan gamis sebagai simbol identitas. Isi pesan mengandung daya tarik emosional, moral, dan rasional melalui suasana hangat, nilai keislaman, dan simbol status sosial. Penyampaian pesan dilakukan secara nonverbal dengan pendekatan sinematik melalui visual, ekspresi wajah, gestur tubuh, pemilihan influencer pria yang tampan, proporsional, beberapa berwajah khas Timur Tengah dan sound religi atau viral. | ||||||
| Uncontrolled Keywords: | Muslim Fashion, Lifestyle, Nonverbal, TikTok Fashion Muslim, Gaya Hidup, Nonverbal, TikTok | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Evia Nur F Via Fadhillah | ||||||
| Date Deposited: | 08 Sep 2025 04:12 | ||||||
| Last Modified: | 08 Sep 2025 04:12 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53626 |
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