KOMUNIKASI PEMASARAN DIGITAL PRODUK KECANTIKAN FOCALLURE MELALUI HOST LIVE SHOPPING TIKTOK

Nurannisa, Dita (2025) KOMUNIKASI PEMASARAN DIGITAL PRODUK KECANTIKAN FOCALLURE MELALUI HOST LIVE SHOPPING TIKTOK. Skripsi(S1) thesis, FISIP UNPAS.

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Abstract

This research is entitled "Digital Marketing Communication of Focallure Beauty Products Through TikTok Host live shopping: Qualitative Descriptive Study of Digital Marketing Communication on TikTok @focallure.live". The purpose of this study is to understand the digital marketing communication strategy implemented by Focallure through live shopping hosts on the TikTok social media platform. The research focuses on the AISAS model (Attention, Interest, Search, Action, Share) to analyze how Focallure's live hosts attract attention, build interest, facilitate information search, encourage purchasing actions, and stimulate consumers to share their experiences. This study uses a qualitative descriptive method with a case study approach. Data were collected through in depth interviews with key informants from Focallure's internal team, academic experts, and TikTok consumers, along with observation of the TikTok account @focallure.live.The results show that in the Attention stage, Focallure uses visually engaging content and exclusive live offers to generate initial interest. In the Interest stage, the hosts actively explain product benefits in a communicative and enjoyable manner, while providing live demonstrations from bare face to full makeup. During the Search stage, consumers are supported in finding additional information through real time comments, Q&A sessions, and product descriptions. In the Action stage, consumers are encouraged to make direct purchases through the integrated Tiktok shop feature. Exclusive discounts, bonus items, and direct interaction with hosts help build trust and drive conversions. At the Share stage, satisfied consumers tend to share their experiences through reviews and recommendations on social media, creating a digital word of mouth effect that contributesto market expansion. Keywords: Digital Marketing Communication, Live Shopping, TikTok, AISAS, Focallure

Item Type:	Thesis (Skripsi(S1))
Subjects:	S1-Skripsi
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2025
Depositing User:	Drs Iwan Ridwan
Date Deposited:	02 Oct 2025 03:12
Last Modified:	02 Oct 2025 03:12
URI:	http://repository.unpas.ac.id/id/eprint/78817

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