Riksa, Reyvani Alika and Lailiyah, Nuriyatul (2026) Understanding Audience Engagement: A Qualitative Study of User Responses to the #kaburajadulu Campaign on TikTok. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

This study aims to examine how audiences engage with and respond to the
#kaburajadulu digital campaign on TikTok. The campaign emerged organically as
a form of expression among Indonesian youth reflecting social, economic, and
future-related concerns. This research employs a qualitative approach using
qualitative comment analysis to analyze audience responses found in the comment
section of a selected TikTok video associated with the campaign. Data were
collected using a TikTok API–based extraction tool, which retrieved 1,347
accessible comments from a total of 1,496 comments. From this dataset, 500
comments were purposively selected for in-depth qualitative analysis. The analysis
categorizes comments into three analytical dimensions: perception, emotional
engagement, and judgmental evaluation, while also identifying positive and
negative sentiments expressed by users. The findings indicate that negative
sentiments dominate the discussion compared to positive sentiments, with the
majority of comments containing evaluative judgments regarding socio-economic
conditions in Indonesia. Audience comments not only express emotions such as
frustration, hope, and concern but also reflect broader discussions about
employment opportunities, migration, and future aspirations among young people.
The results demonstrate that TikTok comment sections function as participatory
spaces where users collectively express public opinion and negotiate meanings
related to social issues. This research contributes to digital communication studies
by highlighting how viral social media campaigns can serve as platforms for
emotional expression, public opinion formation, and audience engagement within
digital public spheres.
Keywords: audience engagement, TikTok, digital campaign, #kaburajadulu,
digital communication
72 Ilmu Komunikasi 2026

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