Teknik Komunikasi Persuasif Host Skincare Skintific Melalui Livestreaming di e-Commerce Shopee dan TikTok Tahun 2024 (Analisis Isi Kualitatif Livestream Skincare Skintific)

SANTI, WIDYARINI (2025) Teknik Komunikasi Persuasif Host Skincare Skintific Melalui Livestreaming di e-Commerce Shopee dan TikTok Tahun 2024 (Analisis Isi Kualitatif Livestream Skincare Skintific). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Fenomena livestreaming dalam e-commerce semakin berkembang pesat, terutama di industri kecantikan. Skintific, salah satu merek skincare, memanfaatkan di Shopee Live dan TikTok Live dengan menerapkan berbagai strategi komunikasi persuasif untuk meningkatkan interaksi audiens dan mendorong keputusan pembelian. Penelitian ini menggunakan metode kualitatif analisis isi dan bertujuan menganalisis teknik komunikasi persuasif oleh Onong Uchjana Effendy yang digunakan host Skintific melalui observasi enam video livestreaming (tiga dari masing-masing platform) yang diambil pada hari normal, Payday Sale, dan Harbolnas. Teknik komunikasi persuasif yang diamati meliputi teknik asosiasi dengan mengaitkan produk dengan tren kecantikan dan konsep kulit sehat seperti “glowing” dan “cerah”, teknik integrasi dengan penggunaan kata “kita” untuk menciptakan kesatuan dengan audiens, teknik ganjaran melalui penawaran promo eksklusif dan diskon terbatas, teknik red-herring yang mengalihkan perhatian dari kekurangan produk dengan menonjolkan kelebihan utama, serta teknik tataan yang menyusun pesan secara runtut dari pengenalan masalah kulit, solusi, hingga urgensi pembelian. Hasil penelitian menunjukkan bahwa penerapan teknik-teknik tersebut efektif meningkatkan daya tarik produk dan menciptakan pengalaman belanja yang interaktif serta menyenangkan, meskipun terdapat perbedaan gaya komunikasi antara platform; host di Shopee tampil serius dengan fokus transaksi, sedangkan di TikTok bersikap lebih santai. Temuan ini memberikan kontribusi bagi strategi pemasaran digital dan menjadi acuan bagi merek lain dalam memanfaatkan livestreaming untuk meningkatkan penjualan dan memperkuat hubungan dengan konsumen, serta menyarankan studi lanjutan dengan pendekatan kuantitatif guna mengeksplorasi variabel budaya dan demografi. The phenomenon of livestreaming in e-commerce is rapidly growing, particularly in the beauty industry. Skintific, a skincare brand, leverages Shopee Live and TikTok Live by implementing various persuasive communication strategies to enhance audience engagement and drive purchasing decisions. This research employs a qualitative content analysis method to analyze the persuasive communication techniques by Onong Uchjana Effendy and used by Skintific’s hosts. Observations were conducted on six livestreaming videos (three from each platform) recorded during normal days, Payday Sale, and Harbolnas (National Online Shopping Day). The observed techniques include the association technique, which links products to beauty trends and healthy skin concepts such as “glowing” and “radiant”; the radiant technique, which uses the word “we” to create a sense of unity with the audience; the reward technique, which offers exclusive promotions and limited-time discounts; the red-herring technique, which diverts attention from product shortcomings by highlighting key advantages; and the ordering technique, which structures messages sequentially from identifying skin problems, providing solutions, to creating urgency to purchase. The findings indicate that these techniques effectively enhance product appeal and create an interactive and enjoyable shopping experience. However, differenes in communication sytles were noted between platforms; hosts on Shopee tend to be more serious and transaction-focused, whereas those on TikTok adopt a more relaxed and entertaining approach. This study contributes to digital marketing strategies and serves as reference for other brands aiming to leverage livestreaming to boost sales and strengthen customer relationships. Additionally, it suggests future research using a quantitative approach to explore cultural and demographic variables.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44320120010
Uncontrolled Keywords:	komunikasi persuasif, livestreaming, e-commerce, Shopee, TikTok, Skintific persuasive communication, livestreaming, e-commerce, Shopee, TikTok, Skintific
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	SUTRA DEWANGGA
Date Deposited:	05 Mar 2025 02:08
Last Modified:	05 Mar 2025 02:08
URI:	http://repository.mercubuana.ac.id/id/eprint/94645

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