Digital Health Communication Strategy through TikTok: Content Analysis and Audience Response on the @tirtaaaa Account
DOI:
https://doi.org/10.35870/jtik.v10i4.6487Keywords:
Communication Strategy, TikTok, Health Information DisseminationAbstract
This study analyzes the role and strategies of digital health communication through TikTok as an effective medium for disseminating health information, with a focus on the TikTok account of Dr. Tirta (@tirtaaaa). A qualitative approach was applied, employing content analysis of health education videos alongside audience response analysis drawn from the comments section. The data set comprised 30 health education videos uploaded between January and March 2025, with approximately 500 comments selected through purposive sampling. The results indicate that a communication strategy emphasizing plain language, a persuasive style, source credibility, and engaging visuals proved most effective in raising audience engagement and comprehension. Audience response analysis revealed that approximately 80–85% of comments were positive, characterized by expressions of support, appreciation, and reported behavioral shifts toward a healthier lifestyle, while the remaining comments consisted of neutral responses and criticism. These findings suggest that strategically managed health communication through TikTok can broaden public awareness of health-related matters. This study also identified potential adverse effects of social media use, including the circulation of misinformation and misinterpretation of health messages when content is not delivered responsibly. The findings confirm that TikTok can serve as an effective health communication medium when supported by appropriate, ethical, and digital literacy-based communication strategies. The study carries practical implications for health practitioners, content creators, and policymakers seeking to utilize social media as a channel for public health education.
Downloads
References
Adlini, M. N., Dinda, A. H., Yulinda, S., Chotimah, O., & Merliyana, S. J. (2022). Metode penelitian kualitatif studi pustaka. Jurnal Edumaspul, 6(1), 974-980.
Al Hanif, D. R., Mahdalena, V., & Handayani, L. (2023). Efektivitas komunikasi kesehatan melalui short video bagi perubahan perilaku kesehatan. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 6(2), 218–228. https://doi.org/10.33822/jep.v6i2.5725
Andriani, A. D., Fitri, S. A., & Muchtar, K. (2024). Model komunikasi literasi digital dalam mengatasi ujaran kebencian di media sosial. Interaksi: Jurnal Ilmu Komunikasi, 13(2), 439–464. https://doi.org/10.14710/interaksi.13.2.439-464
Arianto, B. (2024). Triangulasi metoda penelitian kualitatif. https://doi.org/10.70310/q81zdh33
Fauzy, M. (2023). Dampak media elektronik terhadap kehidupan. Jurnal Media Akademik, 1(1), 348–359.
Gushevinalti, Suminar, P., & Sunaryanto, H. (2020). Transformation of characteristics communication media in convergence era. Jurnal Magister Ilmu Komunikasi, 6(1), 83–134. http://journal.ubm.ac.id/
Handoko, S. A., Rahmatia Bau, S., & Modjo, E. S. (2025). Pemanfaatan media sosial untuk edukasi kesehatan masyarakat Desa Hulawa. Jurnal Pengabdian Awara Universitas Bina Taruna Gorontalo, 2(1), 40–47.
Ilhami, M. W., Nurfajriani, W. V., Mahendra, A., Sirodj, R. A., & Afgani, M. W. (2024). Penerapan metode studi kasus dalam penelitian kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(9), 462–469.
Kautsar, A. A., Sazali, H., & Manurung, A. S. (2025). Sentiment analysis of rapper Azealia Bank's statement about "Indonesia is the world's trash can" on social media X (@azealiaslacewig). Electronic Journal of Education, Social Economics and Technology, 6(2), 659. https://doi.org/10.33122/ejeset.v6i2.659
Manurung, A. S., & Pohan, S. (2024). Pengaruh kualitas pelayanan publik dan citra institusi terhadap kepuasan mahasiswa Ilmu Komunikasi UIN Sumatera Utara yang berdampak pada word of mouth. Jurnal Peurawi: Media Kajian Komunikasi Islam, 7(1), 129. https://doi.org/10.22373/jp.v7i1.20603
Mujibur, R. M., Sinaga, J., & Yuliawati. (2023). Metodologi penelitian kualitatif dan kuantitatif (F. Hengki, Ed.). Penerbit.
Nugraeni, A. (2024). Peran media sosial dalam pembentukan identitas sosial anak muda. LANCAH: Jurnal Inovasi dan Tren, 2(1), 142–147. https://doi.org/10.35870/ljit.v2i1.2247
Putri, H. J., & Murhayati, S. (2025). Metode pengumpulan data kualitatif. Jurnal Pendidikan Tambusai, 9(2), 13074–13086. https://doi.org/10.31004/jptam.v9i2.27063
Ramadhanti, A. N., Widyaningrum, B., & Solihat, A. N. (2024). Pengaruh growth mindset dan motivasi belajar terhadap hasil belajar siswa pada mata pelajaran ekonomi. COSMOS: Jurnal Ilmu Pendidikan, Ekonomi dan Teknologi, 2(1), 188–200.
Saggaf, M. I., Habibie, M., Wildan, M., Amrullah, A., & Atqiya, K. (2021). Prinsip komunikasi Islam sebagai etika bermedia sosial. Jurnal Dakwah dan Komunikasi, 1(1), 15–29.
Santoso, B., Pratiwi, T., Damayanti, E., & Manurung, A. S. (2025). Representasi kehidupan ideal dan tekanan sosial di Instagram: Terhadap strategi pencitraan diri di kalangan anak muda. Jurnal Penelitian Ilmu-Ilmu Sosial, 2(12), 787–796. https://doi.org/10.5281/zenodo.15614949
Saragih, Y., & Manurung, A. S. (n.d.). The role of media journalism in influencing public perceptions of religious issues in the digital age. Jurnal Komunikasi, 19(1), 137–158.
Suardi. (2024). Meningkatkan kredibilitas media di Indonesia dalam era disrupsi informasi: Strategi menghadapi misinformasi digital. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, 10(1), 249–258. https://doi.org/10.52423/jikuho.v10i1.1488
Sugiyono. (2022). Metode penelitian kualitatif: Untuk penelitian yang bersifat eksploratif, enterpretif, interaktif dan konstruktif. CV Alfabeta.
Umaiyah, S. (2025). Transformasi media cetak di era digital. Jurnal Riset Jurnalistik dan Media Digital, 5(1), 11–18. https://doi.org/10.29313/jrjmd.v5i1.5617
Zahbi, C. R., & Muslimah, F. (2024). TikTok sebagai strategi branding publikasi konten berita di media Era.id. Relations: Journal of Media Studies and Public Relations, 1(1), 3. https://journal.uinjkt.ac.id/index.php/relations/article/view/41877.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hasanatul Mardliyah Br Tambunan, Erwan Efendi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
