MEMBANGUN KETERLIBATAN VIEWERS MELALUI LIVE STREAMING TIKTOK (STUDI KASUS KREATOR PADA PT. ANHONG MEDIA INTERNATIONAL)
Abstrak
Penelitian ini bertujuan untuk menganalisis dampak dari interaksi yang berlangsung dalam live streaming, tingkat sinkronisitas, keterikatan emosional, keterikatan terhadap platform, serta durasi kunjungan penonton pada live streaming kreator Tiktok dari PT. Anhong Media International. Penelitian ini mengumpulkan data dengan menyebarkan kuesioner kepada 109 responden yang telah menonton dan berinteraksi dengan live streaming dari kreator PT. Anhong Media International. Analisis data dilakukan menggunakan Partial Least Square Equation Modeling (PLS-SEM) melalui perangkat lunak Smart-PLS 3.Temuan penelitian mengungkapkan bahwa Interaksi berpengaruh memiliki pengaruh positif terhadap keterikatan emosional dan sinkronisitas berpengaruh positif terhadap keterikatan platform. Namun keterikatan emosional tidak berpengaruh positif terhadap durasi kunjungan, sedangkan keterikatan platform berpengaruh positif terhadap durasi kunjungan. Selanjutnya , durasi kunjungan berpengaruh positif terhadap keterlibatan penonton.Referensi
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