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Delliana, Santi
Faculty Of Business & Communication, Institut Teknologi Dan Bisnis Kalbis, Indonesia
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Journal : KAGANGA KOMUNIKA: Journal of Communication Science

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ANALISIS ISI MESSAGE APPROACH PADA KONTEN LIVE STREAMING AKUN ONLINE SHOP DI TIKTOK SHOP: ANALISIS ISI MESSAGE APPROACH PADA KONTEN LIVE STREAMING AKUN ONLINE SHOP DI TIKTOK SHOP Gabriella, Devina; Delliana, Santi
KAGANGA KOMUNIKA: Journal of Communication Science Vol 6 No 1 (2024): Edisi 10
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v6i1.3514

Abstract

In the world of commerce, a new trend is developing where selling and promoting products via live streaming on social media platforms is increasingly in demand. TikTok, as one of the main platforms, has launched the TikTok Shop feature which offers live streaming services, becoming a favorite for Indonesian people to shop. Direct interaction between sellers and buyers in live streaming creates a new and interesting shopping experience. The aim of this research is to categorize online stores based on the messaging approach used and evaluate their effectiveness. Qualitative content analysis methods were used in this research. The results show that online stores that use a combined group messaging approach tend to be more effective in attracting live streaming viewers and increasing sales. The four online shop accounts studied fall into three categories of message structuring logic theory. The @louissescarlettfamily account succeeded in attracting many viewers and increasing sales by using an expressive and combinative approach. Meanwhile, the @oktaviana_tas_grosir and @dininrli accounts follow more conventional logic in composing messages, focusing on important information, but are unable to attract many viewers. The @basreng.sultan.bandung account uses an emotional rhetorical approach and is successful in influencing purchasing behavior in live streaming. Thus, online stores that combine expressive and combinative messaging approaches tend to be more successful in attracting audiences and increasing sales. An emotional rhetorical approach can also be effective in influencing purchasing behavior in live streaming. Keywords: Content Analysis, Tiktok Shop, Message Approach
Co-Authors Adzriansyah, Mochammad Fegi Agustrijanto, Agustrijanto Ajeng Prima Dewi Algooth Putranto Anasthya Luviani Anisa Diniati Aritonang, Sovian Arli Andianto Arsa Widitiarsa Utoyo Atika Gustiana Fitri Aulia Rahma Ayu Wiranti Bella Shania Ardilla Boyke Wenno Cahyana, Alia Dani Vardiansyah Darmanto, Nova Darmawan, Kevin Dyah Kusumawati Fadhilah Nur Iman Fahmawati, Lydia Fanthony Everell Fanthony Everell Felicia Fredi Wahyu Wasana Gabriella, Devina Garini Tiara Senja Haldila Ebseka Ablev Halomoan Harahap Hermawan, Surya Dharma Humaira, Rabitha Indri Julianti Julyanti, Dwi Kusuma Sari, Erlina Latabulo, Dholley Dwi Jatmiko Lobodally, Altobeli Markus Ravellito Meiliana , Stefica Michael Muhammad Kurnia Nababan, Joan Natasya Nani Kurniasari Nofrizal, William Ardo Nova Darmanto Nur Amalina Hayati Perdita Safitri, Tishara Prakoso, Jatayu Hadi Pratiwi, Enjela Putranto, Algooth Putri, Fathia Aqila Zahra Raden Hayamwuruk Ramli, Muh. Ruslan Ratu Sal Savana Reza Ahmad, Nadhil Rian Budifebrianto Rizki Putri Nadia Salwa Nisriinaa Saras Ayunarini Sari, Erlina Kusuma Satya Candrasari Subagja, Andi Tania, Maria Cindy Taufiq Shobri Vincent Valent Vira Dessy Arisandi Wahyu Wasana, Fredi Wahyutomo, Ryan Tejo Wasana, Fredi Wahyu Wenno, Boyke Wibowo, Antonius Mulyono Zsazsa Saskia Aryani