Azzahra, Raisa Mutia (2025) Interaksi Host dan Audiens Dalam Pembentukan Produk Knowledge Pada Tiktok Live Streaming @Skintific_ID. Other thesis, Universitas Islam Riau.

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Abstract

This study analyzes the symbolic between hosts and audiences in the formation of product knowledge during TikTok live streaming on the @Skintific_id account. Live streaming serves as an interactive marketing tool where product meaning is negotiated through the exchange of symbols. Employing a qualitative approach non participatory observation and documentation and George Herbert Mead's Symbolic Interaction Theory, this study examines the formation of meaning, the interpretation of symbols, and the development of audience's self-concept. The results indicate that shared product meaning is interactively constructed, with hosts strategically portraying products as solutions, investments, and economic opportunities through verbal and non-verbal symbols. Audiences' interpretation of these symbols significantly shapes their product knowledge, where understanding of product functions, value, and urgency stems from interpreting various cues. Furthermore, the symbols 'murah' (cheap) and 'cuan' (profitable) strongly motivate purchases by interpreting products as advantageous opportunities. Lastly, audiences identify with their skin needs, seeking validation and solutions through responsive host interactions. This process not only forms product knowledge but also influences the validation of audience self-identity within the live streaming community.

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