Tipologi Dukungan Netizen terhadap Pernyataan Penolakan Kerja Sama dengan LGBT oleh Pemilik B'Erl Cosmetic di Platform TikTok

Abstract

Abstract

This study aims to analyze the typology of netizen support for the B'Erl Cosmetic owner's public statement rejecting collaboration with LGBT individuals on the TikTok platform. The research employed a descriptive quantitative approach using quantitative content analysis. Research data were collected through digital documentation of comments posted on the clarification video uploaded by the TikTok account @erlyanie_owner_berl between February 19 and March 27, 2026. A total of 78 comments were selected using purposive sampling. Data analysis involved coding, categorization, frequency analysis, and interpretation based on the theoretical perspectives of brand activism, consumer–company identification, and social support. The findings identified three primary typologies of netizen support, namely substantive support (48.7%), affective support (35.9%), and behavioral support (30.8%). Further analysis revealed six support categories: Moral/Emotional Support (82.1%), Religious Identity (78.2%), Value Agreement (74.4%), Action Validation (37.2%), Purchase Intention (30.8%), and Active Advocacy (17.9%). The findings demonstrate that value-driven communication fosters digital solidarity through shared religious identity, strengthens public trust by reinforcing value congruence between consumers and the company, and transforms symbolic expressions of support into consumer loyalty and brand advocacy. This study contributes empirically to the growing body of literature on brand activism by demonstrating that value congruence serves as a critical mechanism in fostering organic public support and consumer loyalty within social media environments.

Keywords: B'Erl Cosmetic, brand activism, content analysis, netizen support, TikTok.