Komunikasi Persuasif Host Bigo Live sebagai Upaya Meningkatkan Gift dari Audience
DOI:
https://doi.org/10.37481/jmh.v6i3.2439Keywords:
Persuasive Communication, Bigo Live, Live Streaming, Virtual Gifts, Audience, Elaboration Likelihood ModelAbstract
This study aims to analyze the persuasive communication strategies employed by Bigo Live hosts to increase virtual gifts from audiences. The research focuses on how hosts use verbal and nonverbal communication, persuasive messages, and relationship-building strategies to encourage audiences to provide gifts during live streaming. This study employed a qualitative approach using virtual ethnography. Data were collected through observation, in-depth interviews, and documentation involving Bigo Live hosts and audiences from Jakarta, Medan, and Surabaya. Informants were selected using purposive sampling, and data validity was examined through triangulation. The findings indicate that persuasive communication by Bigo Live hosts does not rely solely on direct requests for gifts but is developed through building interpersonal relationships, creating a comfortable and entertaining atmosphere, increasing audience engagement, setting targets or challenges, providing reasons for giving gifts, and appreciating audience support. Four persuasive communication techniques were identified: integration, arrangement, association, and reward. The findings also show that audience responses to persuasive messages are influenced by the host's attractiveness, content and performance quality, entertainment, emotional closeness, credibility, challenges, appreciation, and the influence of other audiences. Viewed through the Elaboration Likelihood Model (ELM), audiences process persuasive messages through both central and peripheral routes. Therefore, increasing virtual gifts on Bigo Live is not merely determined by the host's ability to request support, but by the ability to create positive communication experiences that foster attention, comfort, engagement, emotional connection, entertainment, and appreciation. Effective persuasive communication enables audiences to perceive themselves as part of the live-streaming activity and encourages them to give virtual gifts as a form of support and appreciation.
References
Ahmetya, A. R., Setyaningrum, I., & Tanaya, O. (2023). Era Baru Ketenegakerjaan: Fleksibilitas Pekerja Digital Pada Era Revolusi Industri
0. Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton, 9(4), 1001–1015.
Amin, N. I., Talani, N. S., & Mursalim, M. A. (2025). Analisis Semiotika pada Strategi Persuasif Iklan Judi Online di Youtube Channel PlayOjo. Jambura Jurnal Ilmu Komunikasi, 3(1), 101–114.
Arifah, F. H., & Candrasari, Y. (2022). Pola komunikasi virtual dalam komunitas games online:(Studi netnografi pada komunitas Facebook Genshin Impact Indonesia official). Jurnal Ilmiah Teknik Informatika Dan Komunikasi, 2(2), 55-66.
Agustin, A., & Sampoerno, S. (2023a). Teknik Komunikasi Persuasif Host Live Streaming terhadap Penonton di Aplikasi Wish Live. Jurnal Impresi Indonesia, 2(7), 664–672.
Annisa, A., Patra, I. K., & Hamid, R. S. (2025). Pengaruh Pertumbuhan Ekonomi, Upah Minimum Dan Tingkat Pendidikan Terhadap Pengangguran Di Kota Palopo. Jurnal Ilmiah
Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1190–1206.
Chinoy, & Annisa. (2024). Komunikasi Persuasif Dalam Menarik Minat Beli Customer Melalui Live Streaming Facebook.
Gobel, S. A. M., & Usman, I. (2025). Komunikasi Persuasif: Seni Mempengaruhi Tanpa Memaksa. Jurnal Pendidikan, Hukum, Komunikasi (J-DIKUMSI), 1(1), 36–47.
Hapsari, N. E., Fatinova, D., & Ardan, F. (2025). Analisis Komunikasi Persuasif Capres 2024 Dalam Debat KPU (Kajian Retorika Aristoteles). Citizen: Jurnal Ilmiah Multidisiplin Indonesia, 5(1), 165–175.
Jaelani, M., & Prabowo, N. B. (2025). Tenaga Kerja Indonesia di Era Digital: Analisis Pengaruh Perubahan Teknologi Terhadap Ketenagakerjaan. Jurnal Teknik, Komputer, Agroteknologi dan Sains, 4(1), 34–38.
Jiang, Y., Lee, H. T., & Li, W. (2024). The Effects of Live Streamer’s Expertise and Entertainment on the Viewers’ Purchase and Follow Intentions. Frontiers in Psychology, 15, 1383736.
Li, M., Cheng, M., Quintal, V., & Cheah, I. (2023). From Live Streamer to Viewer: Exploring Travel Live Streamer Persuasive Linguistic Styles and Their Impacts on Travel Intentions. Journal of Travel & Tourism Marketing, 40(8), 764–777.
Liexzel, F., Luik, J. E., & Goenawan, F. (n.d.). Strategi Komunikasi Persuasi Oleh Live Streamers Indonesia Dalam Aplikasi MICO. Jurnal E-Komunikasi, 11(1).
Lu, B., Li, G., & Ge, J. (2025). Effects of Streamer Effort and Popularity on Livestream Retailing Performance: A Mixed-Method Study. Electronic Commerce Research, 25(4).
Putri, S. A., & Choiri, A. (2025). Fenomena Saweran (Gifting) TikTok: Tinjauan Etika Transaksi Dalam Perspektif Ekonomi Syariah. Jurnal At-Tamwil: Kajian Ekonomi Syariah, 7(1), 46–60.
Putri, D. K. (2024). Polemik Penetapan Upah Minimum Pekerja: Kebutuhan dan Gaji Minimum yang Tidak Seimbang. Media Hukum Indonesia (MHI), 2(2), 273–279.
Saruddin, S., & Yusuf, S. (2020). Permasalahan yang Dihadapi Pekerja.
Sofa, N. A., Annaafi’atsaani, I., Ihsanuddin, A. N., & Anbiya, B. F. (2023). Analisis pemanfaatan platform TikTok sebagai media aktualisasi diri peserta didik. Research in Education and Technology (REGY), 1(2), 92–98.
