ANALYSIS OF CONSUMER RECEPTIONS TOWARDS LIVE STREAMING TIKTOK SHOP IN ANIMAL AND PLANT SALES ACCOUNTS

Abstract

This research aims to analyze consumer reception of live streaming on the TikTok
Shop animal and plant account. TikTok social media is one of the most popular
platforms for users around the world, including Indonesia, which is ranked second
in number of users after America. TikTok Shop is a new innovative feature in
Indonesia that provides business opportunities for entrepreneurs to promote their
products. However, strict regulations regarding the sale of animals and plants on
the TikTok Shop pose challenges for business owners. This research aims to
understand how consumers respond and interpret the content presented by sellers
in TikTok Shop live streaming. This research uses a qualitative reception analysis
approach using the AIDA model and persuasive communication theory. The results
of this research are that consumers on TikTok are in a dominant position despite
strict regulations, but feel they agree with the policy. As for consumers who are in a
negotiating position, consumers feel doubtful due to the regulations on TikTok, but
consumers feel confident after interacting with sellers via live streaming sales.