ANALISIS PERSEPSI NETIZEN TERKAIT KOMENTAR NEGATIF DONAT PINKAN MAMBO DI TIKTOK

Arvia, Jerall (2026) ANALISIS PERSEPSI NETIZEN TERKAIT KOMENTAR NEGATIF DONAT PINKAN MAMBO DI TIKTOK. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh munculnya berbagai komentar negatif terhadap Donat Pinkan Mambo di TikTok yang menjadi viral dan memicu beragam tanggapan dari netizen. Fenomena tersebut menunjukkan bahwa TikTok tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai ruang pembentukan persepsi publik terhadap suatu produk dan figur publik. Penelitian ini bertujuan untuk menganalisis persepsi netizen terkait komentar negatif Donat Pinkan Mambo di TikTok serta mengidentifikasi bentuk-bentuk komentar negatif yang muncul. Penelitian ini menggunakan pendekatan kualitatif dengan tipe deskriptif. Pengumpulan data dilakukan melalui observasi nonpartisipan terhadap kolom komentar TikTok, dokumentasi berupa tangkapan layar komentar, serta wawancara mendalam dengan enam informan yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui reduksi data, kategorisasi, penyajian data, dan penarikan kesimpulan. Penelitian ini menggunakan Online Disinhibition Effect Theory dari John Suler dan konsep analisis persepsi dari Jalaluddin Rakhmat. Hasil penelitian menunjukkan bahwa persepsi netizen terhadap komentar negatif dipengaruhi oleh penilaian terhadap harga produk, kualitas produk, viralitas konten, dan budaya Fear of Missing Out (FOMO). Bentuk komentar negatif yang ditemukan meliputi kritik terhadap harga dan kualitas produk, kritik terhadap strategi promosi, sindiran, hujatan, serta serangan personal. Temuan penelitian menunjukkan bahwa persepsi netizen terbentuk melalui pengalaman, perhatian, dan penilaian terhadap informasi yang beredar di media sosial sehingga TikTok berperan penting dalam membentuk opini publik. Kata Kunci : Donat Pinkan Mambo, Komentar Negatif, Netizen, TikTok. / This research was motivated by the emergence of various negative comments on Pinkan Mambo Donuts on TikTok which went viral and triggered various responses from netizens. This phenomenon shows that TikTok not only functions as a promotional medium, but also as a space to form public perception of a product and public figure. This study aims to analyze netizens' perceptions related to negative comments of Donat Pinkan Mambo on TikTok and identify the forms of negative comments that appear. This research uses a qualitative approach with a descriptive type. Data collection was carried out through non-participant observations of TikTok's comment columns, documentation in the form of screenshots of comments, and in-depth interviews with six selected informants using purposive sampling techniques. Data analysis is carried out through data reduction, categorization, data presentation, and conclusion drawn. This study uses Online Disinhibition Effect Theory from John Suler and the concept of perception analysis from Jalaluddin Rakhmat. The results show that netizens' perception of negative comments is influenced by assessments of product prices, product quality, content virality, and Fear of Missing Out (FOMO) culture. The forms of negative comments found included criticism of product price and quality, criticism of promotional strategies, sarcasm, blasphemy, and personal attacks. The findings of the study show that netizens' perceptions are formed through experience, attention, and assessment of information circulating on social media, so TikTok plays an important role in shaping public opinion. Keywords: Donat Pinkan Mambo, Negative Comments, Netizens, TikTok.

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