STRATEGI KOMUNIKASI PEMASARAN MELALUI LIVE STREAMING TIKTOK DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA BRAND LEODY
Abstract
The advancement of digital technology has transformed marketing communication
patterns from conventional media into digital media, one of which is the live
streaming feature on the TikTok platform. This feature allows business actors to
interact directly with consumers in real-time; however, not all live streaming activities
are able to provide an optimal impact on consumer purchase intention, thus
requiring an in-depth study of the communication strategies applied. This study aims
to identify and analyze the marketing communication strategy through TikTok live
streaming in increasing consumer purchase intention at Brand Leody. The study
employed a qualitative approach with a descriptive research type. Data were
collected through participant observation of the @leody.id TikTok account, in-depth
interviews with the host and consumers, and documentation, then analyzed using
the Miles and Huberman model, comprising data reduction, data display, and
conclusion drawing, with an analytical framework based on the concepts of
interactive, educational, and persuasive communication. The results show that
Brand Leody applies interactive communication through quick responses to
comments and spontaneous question-and-answer sessions that build emotional
closeness with consumers; educational communication through detailed product
explanations, live demonstrations, and verifiable information transparency; and
persuasive communication through a combination of authentic personal
communication style, convincing product explanations, and exclusive promotional
offers during live sessions. This study found that consumer trust built through
authentic communication has an influence as strong as price incentives in driving
purchase intention. It can be concluded that the integrated application of interactive,
educational, and persuasive communication strategies through TikTok live
streaming plays a significant role in building trust, closeness, and consumer
purchase intention toward Brand Leody, and may serve as a reference for local
fashion business actors in optimizing their digital marketing strategies.
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