Impression Management Content Creator TikTok

This study aims to understand the motives, experiences, and meanings of impression management conducted by fashion content creators on TikTok. Using Alfred Schutz's phenomenological approach and Erving Goffman's dramaturgical theory, this research explores the reasons behind impression management, the process of self-presentation, and the interaction between creators and their audience. Data were collected through interviews, observation, and documentation with three active fashion content creators. The findings show that impression management motives are divided into past motives (because motive) such as personal experiences and audience responses, and future-oriented motives (in order to motive) such as inspiring others, self-expression, personal branding and oppurtunities carrier. The impression management process involves content preparation, appearance adjustment, and communication strategies tailored to audience expectations. For content creators, impression management is not only about building an image but also serves as a medium for self-expression, identity formation, and inspiration. Abstrak. Penelitian ini bertujuan untuk memahami motif, pengalaman, dan makna impression management yang dilakukan oleh content creator fashion di TikTok. Dengan menggunakan pendekatan fenomenologi Alfred Schutz dan teori dramaturgi Erving Goffman, penelitian ini menggali alasan di balik tindakan pengelolaan kesan, proses pembentukan citra diri, serta interaksi antara content creator dan audiens. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi terhadap tiga content creator fashion. Temuan penelitian menunjukkan bahwa motif impression management terbagi menjadi motif masa lalu (because motive) seperti pengalaman pribadi dan respon audiens, serta motif tujuan masa depan (in order to motive) seperti keinginan menginspirasi, mengekspresikan diri, membangun personal branding, mempertahankan dan peluang karir. Proses impression management front stage dan back stage melibatkan persiapan konten, penyesuaian penampilan, serta strategi komunikasi yang disesuaikan dengan ekspektasi audiens. Makna impression management bagi content creator tidak hanya sebatas membangun citra, tetapi juga sebagai media ekspresi diri, pembentukan identitas, dan sarana inspirasi.