Strategi Kedekatan Emosional Host Live Lozy Hijab di TikTok: Analisis Gaya Komunikasi Panggilan ‘Beb, Sayang, Cinta’ dan Loyalitas Konsumen
DOI:
https://doi.org/10.54259/mukasi.v5i2.6060Keywords:
Communication Strategy, Emotional Closeness, Consumer LoyaltyAbstract
The phenomenon of using emotional greetings such as “beb,” “sayang,” and “cinta” by the host of Lozy Hijab's live stream on TikTok reflects interpersonal communication practices that are deliberately constructed to create closeness with the audience. This communication style is evident in the choice of words, intonation, expressions, and the host's responses to audience comments, resulting in a friendly, warm, and personal atmosphere of interaction. The approach used is a qualitative method with a focus on case studies to analyze the emotional closeness strategy of the Lozy Hijab live host with the communication style of “beb, sayang, cinta” and consumer loyalty. Data was collected through interviews, observation, and documentation, with in-depth interviews applied in the research being conducted by the researcher. The data analysis methods used included data reduction, comprehension, and interpretation. In addition, the data was also validated through the use of technique triangulation and source triangulation. The results of this study show that the use of emotional greetings such as “beb,” “sayang,” and “cinta” is not just a spontaneous communication style, but has developed into an emotional closeness strategy that serves to build interpersonal relationships between live hosts and viewers. The emotional communication style used by Lozy Hijab hosts not only builds closeness, but also has a direct impact on consumer loyalty and increased sales.
Downloads
References
Chen, L.R., Chen, F.S., dan Chen, D.F. (2023). Effect of social presence toward livestream e-commerce on consumers’ purchase intention. Sustainability, 15(4): 3571.
Daffah, M. I., Kusumawati, A., & Wiyata, W. (2024). Unlocking emotional engagement: How TikTok live streaming transforms customer–brand relationships in the digital era. Bricolage: Jurnal Magister Ilmu Komunikasi, 10(2).
Evanita, S., Fahmi, Z., & Syawalki, L. (2023). Studi Komunikasi Pemasaran Interaktif berbasis Live Streaming Online dalam menciptakan keterlibatan Konsumen. Jurnal Komunikatif, 12(1), 118–129.
Fatmalia, L. R., & Yuwono, A. P. (2024). Mengungkap makna dibalik iklan kampanye Prabowo Gibran: Studi semiotika di YouTube. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, 9(4), 1046–1064.
Feby, L., Riza, F., & Kristanti, D. A. (2024). The Impact of Parasocial Interaction and Local Presence on Impulsive Buying Behavior on TikTok. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2619–2628.
Gobe, M. (2001). Emotional branding: The new paradigm for connecting brands to people. Allworth Press.
Guo, L., Hu, X., Lu, J. and Ma, L. (2021) Effects of Customer Trust on Engagement in Live Streaming Commerce: Mediating Role of Swift Guanxi. Internet Research, 31, 1718-1744.
https://doi.org/10.1108/intr-02-2020-0078
Hasiani, I. P., & Hadiprawoto, T. R. (2024). The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to Online Impulse Buying in Social Commerce. Jurnal Indonesia Sosial Teknologi, 5(10), 4089–4101.
Henni, C. N. (2024). Pengaruh Emotional Marketing pada Iklan Online terhadap Purchase Intention melalui Brand Awareness. Jurnal Manajemen & Ekonomi Bisnis (JMEB).
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
Husni, Musnadi, S., & Faisal. (2018). Pengaruh Lingkungan Kerja, Kompensasi, dan Motivasi terhadap Kepuasan Kerja serta Dampaknya terhadap Loyalitas Kerja Pegawai Rutan di Provinsi Aceh (Studi Kasus pada Rutan Klan IIB Banda Aceh dan Rutan Klas II B Jantho). Jurnal Magister Manajemen Fakultas Ekonomi dan Bisnis Unsyiah, 2(1), 89.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523.
Li, X., Wang, Y., & Huang, Z. (2020). The role of streamer’s interpersonal warmth in consumer trust and purchase intention in live commerce. Electronic Commerce Research and Applications, 43, 101012.
Muna, N., & Putri, N. P. J. P. (2025). Peran Perceived Intercativity dalam Memediasi Live Streaming Attractiveness dan Content Marketing terhadap Purchase Intention pada Tiktok Shop. INOVASI, 12(2), 463–472.
Munawwaroh, Z., Fauzi, R. M., & Syarrafah, M. (2025). Relasi Parasosial sebagai Strategi Komunikasi Pemasaran dalamLive CommerceTikTok di Indonesia. MUKASI: Jurnal Ilmu Komunikasi, 4(2), 304–314.
Prasetia, A. R., Hurriyati, R., & Dirgantari, P. D. (2025). The Effect of Live-Stream E-Branding on Impulse Buying Behavior with Parasocial Interaction as a Mediating Variable on Shopee Live. Commercium : Journal of Business and Management, 4(1), 41–60.
Purnamaningsih, P. (2022). Pengaruh Parasocial Interaction dari Travel Vlogger terhadap Purchase Intention. Digital Journalism, Universitas Pelita Harapan.
Salsa. (2025). KOL.ID Insight: Data Pengguna, Jumlah Konten & Durasi Screentime Rata-Rata Pengguna TikTok!. https://kol.id/blog/kol-id-insight-data-pengguna-jumlah-konten-&-durasi-screentime-rata-rata-pengguna-tiktok
Santoso, B., & Ardiyansyah, A. (2023). Strategi Komunikasi Pemasaran dalam Re-Branding UMKM di Kelurahan Kepanjenkidul Kota Blitar. Jurnal Pengabdian Masyarakat Nusantara, 5(3).
Septiany, Lenni. (2024). 80% Penjualan di TikTok Shop Indonesia via Live Streaming. Katadata.co.id. https://katadata.co.id/digital/e-commerce/669792c62d5f5/80-penjualan-di-tiktok-shop-indonesia-via-live-streaming
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. John Wiley & Sons.
Sopiawadi, M., Lugiani, T., & Maharani, S. (2023). Social Media Marketing Model Based on Emotional Attachment and Brand Story through e-Word of Mouth. Dimensia: Diskursus Ilmu Manajemen, 19(1).
Tuhuteru, A., & Sukmawati, L. (2019). Strategi Komunikasi Pemasaran (Perencanaan Komunikasi Pemasaran pada PT. Quipper Edukasi Indonesia). MEDIALOG: Jurnal Ilmu Komunikasi, 2(2).
Walther, J. B. (1996). Computer-mediated communication: Impersonal, interpersonal, and hyperpersonal interaction. Communication Research, 23(1), 3–43.
Wardani, G. T., Alhamda, N. S., & Oktaviani, S. (2025). Strategi Komunikasi Pemasaran dalam Meningkatkan Brand Image pada Instagram @Jimshoney.Jogjakarta. Jurnal Ilmu Komunikasi dan Sosial Politik,
Yulianadewi, I., Ruhayu, Y., & Thahir, F. F. (2025). PERAN INTERAKSI VIRTUAL DALAM SOCIAL COMMERCE TERHADAP KEPERCAYAAN DAN LOYALITAS KONSUMEN DI INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 3108-3121.
Yunita, M., & Kontesa, L. (2022). Pengaruh Kedekatan Emosional dan Komunikasi Pemasaran terhadap Loyalitas Konsumen Minimarket Namora Kota Bengkulu. Jurnal Entrepreneur dan Manajemen Sains (JEMS), 3(2).
Zhang, M., & Zhao, K. (2022). Emotional factors driving consumer engagement and purchase intentions in live-stream shopping. Journal of Interactive Marketing, 57, 25–38
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nadhila Zulfa Khairani, Tsania Nurizka Larasati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
