PENGARUH KOMUNIKASI PERSUASIF DAN PESAN KINESIK HOST LIVE TIKTOK OWNERSWORLDWIDE TERHADAP PURCHASE INTENTION FOLLOWERS
Abstract
This study aims to analyze the influence of persuasive communication and the kinesic messages of TikTok live hosts on the purchase intention of followers of the @Ownersworldwide TikTok account. The use of live streaming features as a digital marketing strategy is becoming increasingly popular, with both verbal and nonverbal communication aspects expected to play a significant role in shaping the audience's purchasing decisions. This study is grounded in the Elaboration Likelihood Model (ELM) and Expectancy Violations Theory (EVT). A quantitative research method with an explanatory survey design was employed. A sample of 100 respondents was selected using purposive sampling from among followers who had previously watched live product sales broadcasts. Data were analyzed using simple and multiple linear regression. The results indicate that persuasive communication has a significant influence of 46.4%, while kinesic messages have an influence of 28.4%; together, they exert a combined influence of 49.4% on purchase intention. These findings underscore the importance of integrating verbal and nonverbal communication strategies within live broadcasts to foster purchase intention among the audience.
Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi persuasif dan kinesic host live TikTok terhadap purchase intention followers akun TikTok Ownersworldwide. Penggunaan fitur live streming sebagai strategi pemasaran digital yang semakin populer, dan aspek komunikasi verbal & nonverbal diperkirakan memiliki peran penting dalam membentuk keputusan pembeli audiens. Studi ini didasari oleh teori Elaboration Likelihood (EVT) . Metode yang digunakan adalah metode kuantitatif. Responden merupakan follower yang pernah menyaksikan siaran langsung penjualan produk. Data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa komunikasi persuasif berpengaruh sebesar 46%, kinesik sebesar 28%, dan keduanya secara simultan berpengaruh sebesar 49% terhadap purchase Intention. Temuan ini menegaskan pentingnya strategi komunikasi verbal dan nonverbal dalam siaran live untuk membangun purchase intention audiens.
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DOI: https://doi.org/10.17509/e.v25i3.107217
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