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All Journal Jurnal Ilmu Komunikasi ARUS JURNAL SAINS DAN TEKNOLOGI
Nadhila Zulfa Khairani
Universitas Islam Bandung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Kedekatan Emosional Host Live Lozy Hijab di TikTok: Analisis Gaya Komunikasi Panggilan ‘Beb, Sayang, Cinta’ dan Loyalitas Konsumen Nadhila Zulfa Khairani; Tsania Nurizka Larasati
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 2 (2026): Mei 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i2.6060

Abstract

The phenomenon of using emotional greetings such as “beb,” “sayang,” and “cinta” by the host of Lozy Hijab's live stream on TikTok reflects interpersonal communication practices that are deliberately constructed to create closeness with the audience. This communication style is evident in the choice of words, intonation, expressions, and the host's responses to audience comments, resulting in a friendly, warm, and personal atmosphere of interaction. The approach used is a qualitative method with a focus on case studies to analyze the emotional closeness strategy of the Lozy Hijab live host with the communication style of “beb, sayang, cinta” and consumer loyalty. Data was collected through interviews, observation, and documentation, with in-depth interviews applied in the research being conducted by the researcher. The data analysis methods used included data reduction, comprehension, and interpretation. In addition, the data was also validated through the use of technique triangulation and source triangulation. The results of this study show that the use of emotional greetings such as “beb,” “sayang,” and “cinta” is not just a spontaneous communication style, but has developed into an emotional closeness strategy that serves to build interpersonal relationships between live hosts and viewers. The emotional communication style used by Lozy Hijab hosts not only builds closeness, but also has a direct impact on consumer loyalty and increased sales.
Toxic Solidarity: Transformasi Agresi Kolektif menjadi Dukungan Publik di Twitter/X Nadhila Zulfa Khairani; Syeni Alni Syahmayda; Aghniya Fitri; Ike Junita Triwardhani
Arus Jurnal Sains dan Teknologi Vol 4 No 1: April (2026)
Publisher : Arden Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57250/ajst.v4i1.2534

Abstract

Penelitian ini membahas fenomena toxic solidarity di media sosial, khususnya pada platform Twitter/X, yang menunjukkan transformasi dari agresi kolektif menjadi dukungan publik. Penelitian ini bertujuan untuk menganalisis bagaimana fenomena toxic solidarity terbentuk melalui peran misinformation dan framing dalam mengubah respons netizen dari agresi kolektif menjadi dukungan publik. Metode yang digunakan adalah pendekatan kualitatif dengan studi kasus, melalui observasi konten digital dan dokumentasi berupa unggahan, komentar, serta pemberitaan media online. Data dianalisis menggunakan teknik analisis tematik dengan mengidentifikasi bentuk misinformation, pola framing, serta perubahan respons publik. Hasil penelitian menunjukkan bahwa respons netizen berkembang secara bertahap dari agresi, refleksi, empati, hingga solidaritas. Namun, solidaritas yang terbentuk bersifat reaktif dan masih mengandung jejak agresi sebelumnya, sehingga mencerminkan dinamika kompleks komunikasi digital dalam membentuk persepsi dan realitas sosial.
Co-Authors Aghniya Fitri Ike Junita Triwardhani Syeni Alni Syahmayda Tsania Nurizka Larasati