Difusi Inovasi Kereta Kerakyatan melalui TikTok
Studi Kasus Akun @Keretaapikita
DOI:
https://doi.org/10.51977/64c26x14Keywords:
Digital Communication, Innovation Diffusion, People’s Train, Social Media, TikTokAbstract
ABSTRACT
This study aims to analyze the role of TikTok as a communication medium for the diffusion of innovation related to the "People's Train" developed by PT Kereta Api Indonesia (KAI) through the @keretaapikita account. This research employed a qualitative approach using a case study method. Data were collected through observation of TikTok content, analysis of user interactions, and in-depth interviews with KAI's social media managers. The observed TikTok post, published on March 3, 2026, generated 123,457 views, 8,445 likes, 204 comments, 402 shares, and 846 saves, indicating a high level of audience engagement. Data were analyzed using Thematic Analysis to identify patterns in communication messages and audience responses. The findings indicate that TikTok is effective as a communication medium for disseminating innovation, particularly during the knowledge and persuasion stages of Everett M. Rogers' Diffusion of Innovation Theory. The innovation's characteristics, including relative advantage, compatibility, and ease of understanding through visual content, contributed to the public's initial acceptance. TikTok also enabled broad audience reach and interactive communication, while users' social interactions strengthened information dissemination and shaped public perceptions, as reflected in positive, neutral, and negative responses. Nevertheless, social media remains limited in facilitating the later stages of innovation adoption. Therefore, more comprehensive communication strategies are needed to support the sustainability of innovation diffusion.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis peran media sosial TikTok sebagai media komunikasi dalam difusi inovasi kereta kerakyatan yang dikembangkan oleh PT Kereta Api Indonesia (KAI) melalui akun @keretaapikita. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi konten TikTok, analisis interaksi pengguna, serta wawancara mendalam dengan pengelola media sosial KAI. Unggahan yang dianalisis pada 3 Maret 2026 memperoleh 123.457 tayangan, 8.445 likes, 204 komentar, 402 kali dibagikan, dan 846 kali disimpan, yang menunjukkan tingginya keterlibatan audiens. Analisis data dilakukan menggunakan Analisis Tematik untuk mengidentifikasi pola pesan komunikasi dan respons audiens. Hasil penelitian menunjukkan bahwa TikTok efektif sebagai media komunikasi dalam menyebarkan inovasi, terutama pada tahap pengetahuan dan persuasi sebagaimana dijelaskan dalam Teori Difusi Inovasi Everett M. Rogers. Karakteristik inovasi berupa keunggulan relatif, kompatibilitas, serta kemudahan pemahaman melalui konten visual mendukung terbentuknya penerimaan awal masyarakat. TikTok juga mampu menjangkau audiens secara luas dan mendorong interaksi yang memperkuat penyebaran informasi serta membentuk persepsi publik yang tercermin dalam respons positif, netral, dan negatif. Meskipun demikian, media sosial masih memiliki keterbatasan dalam mendorong tahap adopsi lanjutan. Oleh karena itu, diperlukan strategi komunikasi yang lebih komprehensif untuk mendukung keberlanjutan difusi inovasi.
References
Adawiyah, D. P. (2020). Pengaruh Penggunaan Aplikasi TikTok Terhadap Kepercayaan. Jurnal Komunikasi, 14(2), 135–148. doi:https://doi.org/10.21107/ilkom.v14i2.7504
Bhandari, A., & Bimo, S. (2022, Januari 22). Why’s everyone on TikTok now? The algorithmized self. Journal of Computer-Mediated Communication, 8(1). doi:https://journals.sagepub.com/doi/10.1177/20563051221086241
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Bungin, B. (2020). Metodologi penelitian kualitatif: Aktualisasi metodologis ke arah ragam varian kontemporer. Rajawali Pers.
Cecilia, P. C., & Oktaviani, F. (2024). Pengaruh Penggunaan Instagram Terhadap Perilaku FOMO Pada Generasi Z. Jurnal Digital Media & Relationship, 6(2), 59–70.
Danya, A. L., Maman, S., & Ahmadi, D. (2025). Komunikasi Pemasaran Pada Akun di Instagram @Arealukisbraga. Jurnal Riset Manajemen Komunikasi, 5(1), 29–36. https://doi.org/10.29313/jrmk.v5i1.6331
Fajriah, K., Adhistya, A. W., Eko, P., & Gulo, H. D. (2025). The Role of Tiktok as a Media Strategy in Marketing Communication for the Young Generation. Interaction Communication Studies Journal, 2(2), 1–9. https://doi.org/10.47134/interaction.v2i2.4522
Farrel, W. R. N., Ghozali Moenawar, M., Dharmawan, L., Riyanto, S., Manisya, N., & Azzahra, M. (2024). Strategi HUMAS Pemerintah Kota Bogor Dalam Penyebaran Informasi Melalui Instagram. Jurnal Digital Media & Relationship, 6(2), 52–58.
Felix, A., Okta Briyanti, D., Young, F. M., Livaro, I., & Wijaya, W. (2023). Strategi Identitas Digital: Analisis Personal Branding Di Platform TikTok. Jurnal Digital Media & Relationship, 5(2), 92–100.
Fiantika, F. R. (2022). Metodologi Penelitian Kualitatif. PT. Global Eksekutif Teknologi. Retrieved from https://www.researchgate.net/publication/359652702_Metodologi_Penelitian_Kualitatif
Hang, L. (2024). The Impact of Social Media on Modern Communication: Evolution and Future Prospects. 22(72). https://doi.org/10.36648/1550-7521.22.72.471
Irbah, M. F., & Septiawan, S. K. (2025). Pengaruh Media Sosial Youtube Terhadap Partisipasi Politik Pada Mahasiswa. Jurnal Riset Manajemen Komunikasi (JRMK), 5(1), 21–28. https://doi.org/10.29313/jrmk.v5i1.6330
Keretaapikita. (2026). https://www.tiktok.com/@keretaapikita?_r=1&_t=ZS-95A7ETJj1vO. Retrieved from https://www.tiktok.com/@keretaapikita?_r=1&_t=ZS-95A7ETJj1vO: https://www.tiktok.com/@keretaapikita/video/7612920715364322567?_r=1&_t=ZS-95A7ETJj1vO
Khaerunnisa, & Syarif, A. (2023). Pengaruh penggunaan media sosial TikTok terhadap perilaku remaja. Jurnal Komunikasi, 6(1), 45-60. Retrieved from https://journal.unismuh.ac.id/index.php/jko/article/download/15877/7436
Muchlis. (2020). Pengaruh aplikasi TikTok terhadap ekspresi komunikasi mahasiswa. Jurnal Komunikasi, 5(1), 1-10. Retrieved from https://repository.uinsa.ac.id/id/eprint/3325/1/Muchlis_artikel_Pengaruh%20aplikasi%20tik
Obar, J. A., & Wildman, S. (2015). Social Media Definition and the Governance Challenge: An Introduction to the Special Issue. Telecommunications Policy, 39(9). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2647377
Rejeb, A., Rejeb, K., Appolloni, A., & Treiblmaier, H. (2024). Foundations and knowledge clusters in TikTok (Douyin) research: evidence from bibliometric and topic modelling analyses. Multimedia Tools and Applications, 83(11), 32213–32243. Rogers, E. M. (2003). Diffusion of innovations (5 ed.). Newyork: Free Press. Retrieved from https://books.google.co.id/books/about/Diffusion_of_Innovations_5th_Edition.html?id=9U1K5LjUOwEC&redir_esc=y
Rumiaisyah, & Astuty, S. (2025). Pengaruh penggunaan aplikasi TikTok terhadap komunikasi interpersonal digital mahasiswa. Jurnal Persuasi, 2(1), 1-12. Retrieved from https://ppjp.ulm.ac.id/journals/index.php/psik/article/view/14150
Sirojiddinova, I. M. (2023). The Impact Of Social Media On Modern Communication. European Journal of Research Development and Sustainability, 4(11). https://www.scholarzest.com
Susanto, E., & Wibisono, A. (2022). Media Sosial sebagai Alat Komunikasi Publik di Era Digital: Studi Kasus TNI AU. Jurnal Ilmu Komunikasi, 8(3), 56-69.
Tan, H. (2024). Influence of Tik Tok Challenge on Brand Interaction and Viral Marketing. Frontiers in Business, Economics and Management, 17(1), 313–316.
Wang, X., & Shang, Q. (2024). How do social and parasocial relationships on TikTok impact the well-being of university students? The roles of algorithm awareness and compulsive use. Acta Psychologica, 248, 104369. doi:https://doi.org/10.1016/j.actpsy.2024.104369
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Deri Hanafy D, Rahmad Hidayat, Resna Wahyuni, Ike Junita Triwardhani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
