Analysis Of Live Streaming Communication Strategies On Tiktok Social Media To Increase Sales: A Case Study On Tiktok Facetology

This research analyzes the communication strategy of live streaming on TikTok to increase sales, with a case study of Facetology's TikTok account. The research background is based on the increasing popularity of TikTok as an e-commerce platform that offers high interaction through live streaming, especially among millennials and Gen Z. The novelty of this research lies in analyzing the role of live streaming as a marketing communication tool that influences consumer behavior and sales, which has not been studied much in depth. This research uses a qualitative approach with observations of several Facetology live sessions. The results show that the application of the AIDA model in Facetology's live streaming is effective in increasing sales. This research shows that the live streaming communication strategy on TikTok, especially on the Facetology account, is effective in increasing sales by applying the AIDA model (Attention, Interest, Desire, Action). Interactive, friendly, and visually appealing communication techniques successfully build audience engagement and loyalty. E-commerce businesses on TikTok should utilize live streaming with a personalized and interactive approach to increase engagement and drive purchases. The key message is the importance of creating an emotional connection with the audience through the right communication strategy to drive loyalty and increased sales.