Peran TikTok sebagai Media Sosial Periklanan dalam Meningkatkan Daya Tarik Fashion Kain Tenun Maumere

Pengabdian

Abstract

Perkembangan media sosial telah membuka peluang baru dalam pemasaran produk budaya lokal, salah satunya kain tenun Maumere dari Flores, Nusa Tenggara Timur. Penelitian ini bertujuan menganalisis peran TikTok sebagai media sosial periklanan dalam meningkatkan daya tarik fashion kain tenun Maumere. Penelitian menggunakan pendekatan kualitatif deskriptif dengan melibatkan 100 informan yang terdiri dari masyarakat asli Maumere dan masyarakat non-Maumere melalui kuesioner daring, observasi digital, dan studi pustaka. Hasil penelitian menunjukkan bahwa TikTok berhasil mengkonstruksi ulang citra tenun Maumere dari busana adat formal menjadi elemen fashion modern yang relevan dan diminati, terutama oleh generasi muda, melalui konten kreatif, algoritma personal, serta peran aktif kreator konten, influencer, dan pelaku UMKM. Proses ini dianalisis menggunakan teori konstruksi sosial Berger dan Luckmann melalui tiga tahap yakni objektivasi, eksternalisasi, dan internalisasi. Di samping pergeseran persepsi masyarakat, TikTok turut membuka peluang ekonomi bagi penenun lokal seiring meningkatnya permintaan pasar. Namun, pendekatan konten yang edukatif tetap diperlukan agar nilai budaya tenun Maumere tidak tereduksi menjadi sekadar tren visual semata.

The rise of social media has opened up new opportunities for marketing local cultural products, one of which is Maumere woven fabric from Flores, East Nusa Tenggara. This study aims to analyze the role of TikTok as an advertising platform in enhancing the appeal of Maumere woven fabric as a fashion item. The study employs a descriptive qualitative approach, involving 100 informants comprising both native Maumere residents and non-Maumere residents through online questionnaires, digital observations, and literature review. The results indicate that TikTok has successfully redefined the image of Maumere woven fabric, transforming it from formal traditional attire into a relevant and sought-after element of modern fashion particularly among the younger generation through creative content, personalized algorithms, and the active roles of content creators, influencers, and SME operators. This process was analyzed using Berger and Luckmann’s social construction theory across three stages: objectification, externalization, and internalization. In addition to shifting public perceptions, TikTok has also opened economic opportunities for local weavers as market demand increases. However, an educational approach to content remains necessary to ensure that the cultural value of Maumere weaving is not reduced to merely a visual trend.