BIMANTOKO, WISNU (2026) KOMUNIKASI PERSUASIF DALAM AKTIVITAS LIVE STREAMING TIKTOK PADA AKUN AS.THRIFTSECOND. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Saat ini perkembangan teknologi membuat pemasaran produk menggunakan fitur live streaming sering ditemukan. AS.THRIFSECOND sebagai thrift shop menggunakan fitur live streaming untuk memasarkan produknya, dengan persaingan yang ketat dibutuhkan strategi komunikasi salah satunya komunikasi persuasif. Tujuan penelitian ini untuk mengetahui bagaimana komunikasi persuasif yang dilakukan dalam menarik minat beli melalui live streaming. Dengan didasarkan teknik komunikasi persuasif oleh Onong Uchjana Effendy yaitu asosiasi, integrasi, ganjaran, tataan, red-herring. Penelitian ini menggunakan pedekatan kualitatif deskriptif. Teknik pengumpulan data yang digunakan ialah wawancara, observasi, dokumentasi. Hasil penelitian AS.THRIFTSECOND menggunakan teknik asosiasi Dengan menumpangkannya pada objek dan peristiwa seperti artis influencer dan momen mudik lebaran. Host menggunakan teknik integrasi dengan bahasa daerah untuk menyatukan diri dengan penonton. Host menggunakan teknik ganjaran seperti diskon, give away, imbalan agar segera melakukan pembelian. Teknik tataan digunakan host untuk mendeskripsikan barang dengan jelas dan mengarahkan untuk konfirmasi pembelian. Teknik red-herring digunakan untuk mengalihkan perhatian penonton dan membuat tetap fokus serta meredam situasi yang kurang baik. Komunikasi Persuasif, Live Streaming, Minat Beli
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Currently, technological advancements have made product marketing through live streaming a common practice. AS.THRIFTSECOND, a thrift shop, utilizes the live streaming feature to promote its products. Due to intense competition, a communication strategy is needed—one of which is persuasive communication. This study aims to identify how persuasive communication is used to attract buying interest through live streaming. It is based on the persuasive communication techniques by Onong Uchjana Effendy, namely: association, integration, reward, arrangement, and red-herring. This research uses a descriptive qualitative approach. Data collection techniques include interviews, observation, and documentation. The results of the study show that AS.THRIFTSECOND uses the association technique by linking products to objects and events such as influencers and the Eid homecoming moment. The host applies the integration technique by using regional languages to connect with the viewers. The reward technique is used by offering discounts, giveaways, and incentives to encourage immediate purchases. The arrangement technique is employed by the host to clearly describe the products and guide viewers toward making a purchase confirmation. Lastly, the red-herring technique is used to divert the viewers’ attention, maintain their focus, and neutralize unfavorable situations. Persuasive communication, Live Streaming, Interest in Buying | ||||||
| Uncontrolled Keywords: | Komunikasi Persuasif, Live Streaming, Minat Beli Persuasive communication, Live Streaming, Interest in Buying | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi | ||||||
| Depositing User: | Wisnu Bimantoko Wisnu Bimantoko | ||||||
| Date Deposited: | 06 Mar 2026 02:56 | ||||||
| Last Modified: | 06 Mar 2026 02:56 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/58496 |
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