Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Source: Jurnal Ilmu Komunikasi
elisa septiani
Universitas Bina Sarana Informatika
Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE ROLE OF TIKTOK LIVESTREAMING HOSTS IN PERSUASIVE COMMUNICATION STRATEGIES TO INCREASE CONSUMER BUYING INTEREST elisa septiani
SOURCE : Jurnal Ilmu Komunikasi Source: Jurnal Ilmu Komunikasi Volume 12 Nomor 1 April 2026
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/source.v1i1.12610

Abstract

This study examines hosts' role in TikTok live broadcasts as part of a persuasive communication strategy implemented by Astra Motor BSD to increase consumer interest in purchasing Honda motorcycle products. The study used a qualitative descriptive approach with data collection techniques through in-depth interviews with the Head of Digital Marketing, two hosts, and two active consumers. Data analysis was carried out thematically with the help of NVivo software to identify communication and interaction patterns in live broadcast content. The results of the study show that hosts play an important role in building two-way interactions, conveying product information in an interesting way, and implementing persuasive communication techniques such as storytelling, direct invitations, use of nonverbal expressions, and limited offers such as discounts and gifts. In addition, the success of this strategy is supported by consistent live scheduling, the involvement of the digital marketing team, and the use of the direct message feature as a follow-up channel. This persuasive communication strategy has proven effective in forming positive perceptions of the brand and driving purchasing decisions. TikTok Live is a relevant medium for interactive, emotional, and responsive digital marketing communications.
Co-Authors