EFEKTIVITAS BAHASA PERSUASIF DALAM JUAL BELI ONLINE PADA SIARAN LANGSUNG
DOI:
https://doi.org/10.63863/jce.v2i4.211Abstract
Penelitian ini menelaah efektivitas
bahasa persuasif dalam live streaming commerce yang
dilakukan brand Thanksinsomnia dan sejumlah brand
fesyen lokal lainnya melalui TikTok Live dan Shopee
Live. Dengan pendekatan deskriptif kualitatif,
penelitian mengidentifikasi pola retorika host selama
siaran, termasuk penggunaan urgensi, kedekatan
komunitas, penguatan identitas merek, dan demonstrasi
produk secara langsung. Hasil menunjukkan bahwa
strategi linguistik tersebut mampu meningkatkan
interaksi dan keputusan pembelian. Thanksinsomnia
secara khusus menonjol melalui gaya tutur energik,
humor, repetisi, dan sapaan personal yang menciptakan
keakraban. Secara keseluruhan, bahasa persuasif
terbukti berperan penting dalam keberhasilan
pemasaran digital berbasis live streaming.
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