Jurnal Ilmiah Universitas Batanghari Jambi
Vol 25, No 2 (2025): Juli

Komunikasi Persuasif Live Streamer Akun TikTok @avoskinbeauty dalam Meningkatkan Direct Selling

Irawan, Zahra Kesuma (Unknown)
Khohar, Abdul (Unknown)
Yuliani, Magvira (Unknown)

Article Info

Publish Date
22 Jul 2025

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.

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Journal Info
Jurnal Ilmiah Universitas Batanghari Jambi
Website

Abbrev

ilmiah

Publisher

Universitas Batanghari Jambi

Subject

Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

Description

Jurnal Ilmiah Universitas Batanghari Jambi adalah peer-review jurnal akses terbuka yang bertujuan untuk berbagi dan diskusi mengenai isu dan hasil penelitian yang lagi hangat pada saat ini. Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pengabdian pada Masyarakat Universitas Batanghari Jambi, ...