<![CDATA[Persuasive communication is a form of communication that refers to the audience so that they accept the message and follow the wishes conveyed by the communicator. This research wants to know how persuasive communication of live programs on TikTok social media is in building brand awareness. This research uses a qualitative approach with data collection techniques in the form of interviews. The form of persuasive communication used in this study consists of persuader, persuade, persuasive message, persuasive channel, and feedback. The results showed that persuasive communication was conveyed clearly to communicants so that there was mutual communication between business owners, hosts, and followers. In order for the message to be received by the communicator well, it is necessary to determine the appropriate target market. Komunikasi persuasif merupakan bentuk komunikasi yang mengacu audiens agar mereka menerima pesan dan mengikuti keinginan yang disampaikan oleh komunikator. Penelitian ini ingin mengetahui bagaimana komunikasi persuasif program live di media sosial TikTok dalam membangun kesadaran merek. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data berupa wawancara. Bentuk komunikasi persuasif yang digunakan pada penelitian ini terdiri dari Persuader, persuadee, pesan persuasif, saluran persuasif, dan umpan balik. Hasil penelitian menunjukkan bahwa komunikasi persuasif sudah disampaikan jelas kepada komunikan sehingga terjadi komunikasi timbal balik antara pemilik usaha, host dan followers. Agar pesan diterima komunikan dengan baik maka perlu penentuan target pasar yang sesuai.]]>
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