Komunikasi Antar Pribadi di Era Digital: Live Streaming Kunci Meningkatkan Daya Beli

Penulis

  • Dinda Tara Nabillah Universitas Dr. Soetomo
  • Iwan Joko Prasetyo Universitas Dr. Soetomo
  • Zulaikha Zulaikha Universitas Dr. Soetomo

DOI:

https://doi.org/10.58812/jmws.v4i5.2145

Kata Kunci:

Komunikasi Interpersonal, Live Streaming, Tiktok Marketplace, Keputusan Pembelian, Pemasaran Digital

Abstrak

Penelitian ini bertujuan untuk mengkaji bagaimana komunikasi interpersonal yang terjadi dalam sesi live streaming di TikTok dapat memengaruhi keputusan pembelian konsumen. Fokus utama penelitian ini adalah pada akun TikTok @bestchoicebyme yang dikenal dengan gaya komunikasi host yang aktif, interaktif, dan menghibur. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi live streaming, dokumentasi data kinerja akun, dan telaah pustaka yang relevan. Hasil penelitian menunjukkan bahwa komunikasi interpersonal—baik verbal maupun nonverbal—memiliki peran penting dalam membangun kepercayaan, kedekatan emosional, dan keterlibatan audiens, yang secara langsung berdampak pada peningkatan minat beli. Host yang mampu menyampaikan informasi produk dengan gaya narasi yang empatik, menggunakan bahasa yang personal, dan merespons audiens dengan cepat terbukti lebih efektif dalam mendorong keputusan pembelian. Penelitian ini memberikan kontribusi bagi pengembangan kajian komunikasi pemasaran digital dan menjadi acuan praktis bagi pelaku usaha dan kreator konten dalam memaksimalkan potensi live streaming sebagai strategi promosi berbasis hubungan interpersonal.

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Unduhan

Dimensions

Diterbitkan

2025-05-28

Terbitan

Vol 4 No 5 (2025): Jurnal Multidisiplin West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2025 Dinda Tara Nabillah, Iwan Joko Prasetyo, Zulaikha Zulaikha

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Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Cara Mengutip

Komunikasi Antar Pribadi di Era Digital: Live Streaming Kunci Meningkatkan Daya Beli. (2025). Jurnal Multidisiplin West Science, 4(5), 570-584. https://doi.org/10.58812/jmws.v4i5.2145