Pengembangan Kompetensi Komunikasi Host Live TikTok dalam Perspektif Computer-Mediated Communication: Studi pada PT HiGOOD Live

Faridah Andini; Abdul Khohar; Dini Wahdiyati

doi:10.55681/armada.v4i4.1943

Authors

Faridah Andini Universitas Muhammadiyah Prof. DR. HAMKA, Indonesia
Abdul Khohar Universitas Muhammadiyah Prof. DR. HAMKA, Indonesia
Dini Wahdiyati Universitas Muhammadiyah Prof. DR. HAMKA, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i4.1943

Keywords:

Kompetensi Komunikasi, Host Live TikTok, Computer-Mediated Communication

Abstract

Host live tidak hanya berperan sebagai penyampai informasi produk, tetapi juga sebagai komunikator digital yang harus mampu membangun interaksi, menjaga kepercayaan audiens, dan menyesuaikan komunikasi dengan karakter platform TikTok Live. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif. Data dikumpulkan melalui wawancara mendalam semi-terstruktur dengan host live TikTok dan pihak manajemen, observasi non-partisipatif terhadap aktivitas live streaming, serta dokumentasi berupa rekaman siaran. Informan dipilih menggunakan teknik purposive sampling berdasarkan keterlibatan mereka dalam aktivitas live dan proses pembinaan host. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan, dengan keabsahan data diperkuat melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa PT HiGOOD Live mengembangkan kompetensi host melalui pelatihan berbasis praktik, penguatan kemampuan berbicara, pengelolaan audiens, strategi engagement, evaluasi berbasis data, serta pembinaan etika komunikasi digital. Temuan ini menegaskan bahwa pengembangan host live TikTok perlu dilakukan secara terstruktur agar host mampu menjadi komunikator digital yang efektif dalam lingkungan CMC.

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