TikTok Creator Persuasive Communication in Shaping Preloved Live Audience Perceptions

Risma Furnama; Vethy Octaviani; Sri Narti

doi:10.37676/sosj.v3i2.1696

Authors

Risma Furnama Universitas Dehasen Bengkulu
Vethy Octaviani Universitas Dehasen Bengkulu
Sri Narti Universitas Dehasen Bengkulu

DOI:

https://doi.org/10.37676/sosj.v3i2.1696

Keywords:

Persuasive Communication, TikTok Live, Preloved, Audience Perception, Creator Credibility

Abstract

This study analyzes the persuasive communication strategies used by a TikTok creator in shaping audience perceptions during preloved live streaming on the @Kemala Fashion.ID account. The research employed a descriptive qualitative approach with participant observation, online interviews, and documentation. Informants consisted of one creator and two active audience members who had watched and purchased products from the live sessions. The findings show that persuasion was built through four main strategies: clear and informative message quality, creator credibility, communicative speaking style, and emotional-personal audience engagement. The creator explained product size, material, price, condition, and defects transparently, used friendly greetings such as “kak”, “beb”, and “besti”, responded quickly to comments, and created urgency through phrases such as “only one stock left” and “first come, first served”. Audience members perceived the creator as friendly, honest, responsive, and trustworthy. The study concludes that persuasive communication in TikTok preloved live selling shapes positive audience perceptions by reducing uncertainty, creating interactional comfort, and encouraging purchase decisions.

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