STRATEGI KOMUNIKASI INTERAKTIF DANCE GROUP IM ZYNERA DALAM MEMBANGUN ENGAGEMENT AUDIENS PADA LIVE STREAMING TIKTOK

Abstract

This study aims to analyze the interactive communication strategies implemented by the dance group IM ZYNERA in building audience engagement during TikTok Live streaming. This research employs a qualitative approach with a descriptive method. Data were collected through observation, in-depth interviews, and documentation of IM ZYNERA’s live streaming activities. The research informants consisted of an MC as the key informant, an IM ZYNERA member as the main informant, and an audience member as the supporting informant. The analysis of interactive communication refers to the six dimensions proposed by Downes and McMillan (2000), namely direction of communication, time flexibility, sense of place, level of control, responsiveness, and perceived purpose of communication. Audience engagement was analyzed through cognitive, emotional, and behavioral aspects based on the concept of Vivek, Beatty, and Morgan (2012). The findings indicate that IM ZYNERA implements interactive communication strategies through personal greetings, responses to audience comments, question-and-answer sessions, interactive games, opportunities for audiences to influence live activities, and responsive and continuous communication. The strategies are also adapted to different audience conditions, including active audiences, passive or ghost viewers, audiences providing positive support, and those posting negative comments. These strategies build audience engagement through attention, emotional connection, and participation manifested in comments, likes, shares, and virtual gifts.