SYIFA, BILQIS NUR (2025) PENGARUH KOMUNIKASI PERSUASIF HOST LIVE TERHADAP MINAT BELI FOLLOWERS: DALAM PENJUALAN LIVE STREAMING TIKTOK @SKINTIFIC_ID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research, titled “The Influence of Live Host Persuasive Communication on Followers’ Purchase Intention in TikTok Live Streaming Sales @skintific_id,” is motivated by the growing phenomenon of TikTok live streaming as a new strategy in digital marketing. The study aims to identify the extent to which persuasive communication delivered by live-stream hosts can influence followers’ purchase intentions. Persuasive communication in this research is grounded in Alan Monroe’s Motivated Sequence theory, while purchase intention refers to the Hierarchy of Effects model. This study employs a quantitative approach using a survey method involving 100 followers of @skintific_id selected through purposive sampling. Data were analyzed through validity testing, reliability testing, normality testing, simple linear regression analysis, coefficient of determination, and t-test. The findings indicate that the host’s persuasive communication has a significant influence on followers’ purchase intentions. This is reflected in the host’s persuasive messages contributing to the increase in followers’ purchase intention. Thus, the study affirms that the host’s role in delivering persuasive messages during TikTok live streaming is one of the key factors in encouraging purchasing decisions. This research provide a theoretical contribution by reinforcing the relevance of persuasive communication in live-stream-based digital marketing practices. The findings also suggest that, in addition to persuasive communication, other factors may influence followers’ purchase intentions, opening opportunities for further research to explore these variables in greater depth. Practically, the findings can serve as a reference for industry practitioners in designing communication strategies that are more measurable, adaptive, and aligned with audience behavior within the live commerce ecosystem. Keywords: Communication Persuasive, host Live, Purchase Intention, TikTok, live. Penelitian dengan judul Pengaruh Komunikasi Persuasif Host Live terhadap Minat Beli Followers: dalam Penjualan Live Streaming TikTok @skintific_id dilatarbelakangi dengan meningkatnya fenomena tren live streaming tiktok yang menjadi strategi baru dalam pemasaran digital. Penelitian ini bertujuan untuk mengetahui sejauh mana komunikasi persuasif yang dilakukan host live streaming dapat mempengaruhi minat beli followers. Dimana komunikasi persuasif didasari oleh teori motivated sequence oleh alan monroe sedangkan minat beli mengacu pada teori hierarchy of effect. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 followers @skintific_id yang dipilih melalui teknik purposive sampling. Analisis data dilakukan melalui uji validitas, reliabilitas, normalitas, uji regresi linear sederhana, uji koefisien determinasi dan uji t. Temuan dalam penelitian menunjukkan bahwa komunikasi persuasif host memiliki pengaruh yang signifikan terhadap minat beli followers. Ini terlihat dari komunikasi persuasif host yang berkontribusi pada meningkatnya minat beli followers. Dengan demikian, penelitian ini menegaskan bahwa peran host dalam menyampaikan pesan persuasif pada live streaming TikTok menjadi salah satu faktor penting dalam mendorong keputusan pembelian. Penelitian ini memberikan kontribusi teoritis yang menegaskan relevansi komunikasi persuasif dalam praktik pemasaran digital berbasis Live Streaming. Temuan ini juga mengindikasikan bahwa selain komunikasi persuasif, terdapat faktor-faktor lain yang turut memengaruhi minat beli followers, sehingga membuka peluang untuk kajian yang lebih mendalam pada penelitian selanjutnya. Dari sisi praktis, hasil penelitian ini dapat dijadikan pijakan bagi pelaku industri untuk merumuskan strategi komunikasi yang lebih terukur, adaptif, dan selaras dalam live commerce. Kata Kunci: komunikasi Persuasif, Host Live, Minat Beli, TikTok, Live.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010157 |
| Uncontrolled Keywords: | komunikasi Persuasif, Host Live, Minat Beli, TikTok, Live. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 31 Dec 2025 09:04 |
| Last Modified: | 31 Dec 2025 09:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100457 |
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