<![CDATA[This study examines the influence of persuasive communication delivered by Hosts during live streaming sessions on consumer purchasing decisions for Bonvie Haircare products. The research background is based on the development of digital technology and the rise of live streaming commerce, which have transformed interaction patterns and consumer purchasing processes. This study employs a quantitative approach using a survey method, involving 86 purposively selected respondents who were active viewers of Bonvie live streaming and had purchased products. Data were collected through a Likert-scale questionnaire and analyzed using validity tests, reliability tests, classical assumption checks, and simple linear regression to test the hypotheses. The findings reveal a positive and significant influence of Host persuasive communication on purchasing decisions. The components of Host credibility, message content combining logic and emotion, and an interactive communication style were proven effective in increasing purchase interest, encouraging buying decisions, and contributing to consumer loyalty. The coefficient of determination indicates that persuasive communication contributes substantially to variations in purchasing decisions, although other external factors also play a role. These findings recommend that businesses maximize persuasive communication strategies through credible Host selection, strong product benefit messaging, and responsive interaction to improve digital marketing effectiveness and sales conversion, particularly in younger consumer segments. This study also opens opportunities for further research on mediation and moderation variables. Abstrak Penelitian ini mengkaji pengaruh komunikasi persuasif yang dilakukan oleh Host pada sesi live streaming terhadap keputusan pembelian konsumen produk Bonvie Haircare. Latar penelitian didasari oleh perkembangan teknologi digital dan peningkatan praktik live streaming commerce yang mengubah pola interaksi serta proses pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan melibatkan 86 responden yang dipilih secara purposive; responden merupakan penonton aktif live streaming Bonvie yang pernah melakukan pembelian. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis dengan uji validitas, reliabilitas, pemeriksaan asumsi klasik, serta regresi linier sederhana untuk menguji hipotesis. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan komunikasi persuasif Host terhadap keputusan pembelian. Komponen kredibilitas Host, isi pesan yang menggabungkan logika dan emosi, serta gaya komunikasi yang interaktif terbukti efektif dalam meningkatkan minat beli, mendorong keputusan membeli, dan berkontribusi pada loyalitas konsumen. Koefisien determinasi menandakan bahwa komunikasi persuasif memberikan kontribusi substansial terhadap variasi keputusan pembelian, meskipun faktor eksternal lain juga berperan. Temuan ini merekomendasikan agar pelaku usaha memaksimalkan strategi komunikasi persuasif melalui pemilihan Host yang kredibel, penguatan pesan manfaat produk, dan interaksi responsif untuk meningkatkan efektivitas pemasaran digital serta konversi penjualan, khususnya di segmen konsumen muda. Penelitian ini juga membuka peluang studi lanjutan mengenai variabel mediasi dan moderasi. Kata kunci: Bonvie Haircare, Host live streaming, keputusan pembelian, komunikasi persuasif, pemasaran digital.]]>
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