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All Journal Jurnal Ilmiah Universitas Batanghari Jambi
Irawan, Zahra Kesuma
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Komunikasi Persuasif Live Streamer Akun TikTok @avoskinbeauty dalam Meningkatkan Direct Selling Irawan, Zahra Kesuma; Khohar, Abdul; Yuliani, Magvira
Jurnal Ilmiah Universitas Batanghari Jambi Vol 25, No 2 (2025): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v25i2.6233

Abstract

This research aims to understand the role of persuasive communication of live streamer TikTok account @avoskinbeauty in increasing Avoskin's direct selling. The research method used is a qualitative approach with a case study, involving in-depth interviews with live streamers and live streaming coordinator, as well as analysis on the content of the live streaming session. The AIDDA theory (Attention, Interest, Desire, Decision, Action) was applied as an analytical framework. The results showed that direct selling on the live streaming of the TikTok @avoskinbeauty account for the period February 15, 2025 - February 28, 2025 experienced significant fluctuations due to influence of several factors such as big campaigns, discount subsidies, flash sales, and persuasive communication skills of live streamers.
Co-Authors Abdul Khohar Yuliani, Magvira