Analisis Social Presence dalam Efektivitas Pemasaran Produk Herbal Bio Insuleaf di Tiktok
Authors
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Alwan Azmil Sukmadipraja
Fakultas Ekonomi, Program Sarjana Terapan, Universitas Negeri Jakarta
Indonesia
Author
DOI:
https://doi.org/10.66914/a81ra070Keywords:
Social Presence, Interactive Marketing Communication, Live Streaming, TikTok, Komunikasi Pemasaran InteraktifAbstract
This study aims to analyze social presence in the effectiveness of interactive marketing communication on TikTok during live streaming sessions of the herbal product Bio Insuleaf. This research employs a qualitative approach with data collected through interviews and observations involving six informants consisting of viewers with different characteristics and the admin who conducts the live streaming. Data analysis was carried out through data reduction, data display, and conclusion drawing, and its validity was tested using credibility and dependability tests through time and method triangulation. The results show that most viewer informants perceived a low level of social presence across the three dimensions studied, namely live streaming social presence, viewer social presence, and streamer social presence. Viewers considered the interactions to be generic and one-directional, did not feel social closeness or a genuine sense of other viewers' presence, and regarded their relationship with the streamer as merely transactional without emotional closeness. These findings indicate that social presence in Bio Insuleaf's TikTok live streaming has not been fully established, which may hinder the effectiveness of the interactive marketing communication intended through the live streaming commerce strategy. This study recommends that live streaming managers enhance more personal, responsive, and warm interactions to strengthen consumer trust and loyalty.
Keywords: Social Presence, Interactive Marketing Communication, Live Streaming, TikTok, Bio Insuleaf.
Abstrak
Penelitian ini bertujuan untuk menganalisis social presence dalam efektivitas komunikasi pemasaran interaktif di TikTok pada live streaming produk herbal Bio Insuleaf. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data berupa wawancara dan observasi terhadap 6 orang informan yang terdiri dari penonton dengan karakteristik berbeda serta admin yang menjalankan live streaming. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya menggunakan uji kredibilitas dan uji dependabilitas melalui triangulasi waktu dan triangulasi metode. Hasil penelitian menunjukkan bahwa mayoritas informan penonton merasakan tingkat social presence yang rendah pada ketiga dimensi yang diteliti, yaitu social presence live streaming, social presence pemirsa, dan social presence penyiar. Penonton menilai interaksi yang berlangsung masih bersifat umum dan satu arah, tidak merasakan kedekatan sosial maupun kehadiran penonton lain secara nyata, serta menganggap hubungan dengan streamer masih sebatas transaksi jual beli tanpa kedekatan emosional. Kondisi tersebut mengindikasikan bahwa social presence pada live streaming Bio Insuleaf di TikTok belum sepenuhnya terbangun, sehingga berpotensi menghambat efektivitas komunikasi pemasaran interaktif yang menjadi tujuan strategi live streaming commerce. Penelitian ini merekomendasikan agar pengelola live streaming meningkatkan interaksi yang lebih personal, responsif, dan hangat guna memperkuat kepercayaan serta loyalitas konsumen.
Kata Kunci : Social Presence, Komunikasi Pemasaran Interaktif, Live Streaming, TikTok, Bio Insuleaf.
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