THE ROLE OF TIKTOK LIVESTREAMING HOSTS IN PERSUASIVE COMMUNICATION STRATEGIES TO INCREASE CONSUMER BUYING INTEREST

elisa septiani

doi:10.35308/source.v1i1.12610

THE ROLE OF TIKTOK LIVESTREAMING HOSTS IN PERSUASIVE COMMUNICATION STRATEGIES TO INCREASE CONSUMER BUYING INTEREST

elisa septiani

Abstract

This study examines hosts' role in TikTok live broadcasts as part of a persuasive communication strategy implemented by Astra Motor BSD to increase consumer interest in purchasing Honda motorcycle products. The study used a qualitative descriptive approach with data collection techniques through in-depth interviews with the Head of Digital Marketing, two hosts, and two active consumers. Data analysis was carried out thematically with the help of NVivo software to identify communication and interaction patterns in live broadcast content. The results of the study show that hosts play an important role in building two-way interactions, conveying product information in an interesting way, and implementing persuasive communication techniques such as storytelling, direct invitations, use of nonverbal expressions, and limited offers such as discounts and gifts. In addition, the success of this strategy is supported by consistent live scheduling, the involvement of the digital marketing team, and the use of the direct message feature as a follow-up channel. This persuasive communication strategy has proven effective in forming positive perceptions of the brand and driving purchasing decisions. TikTok Live is a relevant medium for interactive, emotional, and responsive digital marketing communications.

Keywords

Digital communications, Livestreaming, Marketing strategy, Persuasive communication, TikTok host

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DOI: https://doi.org/10.35308/source.v1i1.12610