ANALISIS INTERAKSI REAL-TIME ANTARA GENERASI Z DENGAN HOST LIVE BARANG PRELOVED DI TIKTOK

Putri, intan (2026) ANALISIS INTERAKSI REAL-TIME ANTARA GENERASI Z DENGAN HOST LIVE BARANG PRELOVED DI TIKTOK. Tugas Akhir (S1) - thesis, UNIVERSITAS BAKRIE.

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Abstract

The development of live commerce through TikTok Live has created a shopping environment that enables Generation Z to interact directly with Hosts, including when purchasing preloved products with diverse conditions and values. This makes real-time interaction important, as consumers can obtain information, clarify product conditions, and assess the credibility of Hosts before making a purchase. This study aims to analyze the real-time interaction between Generation Z and Hosts and identify the factors that encourage Generation Z’s interest in purchasing preloved products through TikTok Live. This study employed a qualitative approach with a case study method involving five Generation Z informants and one triangulator. Data were collected through interviews, observation, and documentation, and analyzed using thematic analysis through coding and theme development. The findings identified four main themes: responsive and personal real-time interaction, transparency and product information presentation, the uniqueness and special value of preloved products, and Host credibility and communication style. The findings indicate that purchase interest is associated with clear product information, the distinctive value of preloved products, and trust in the Host. Personal interactions also contribute to a sense of comfort and emotional engagement during live sessions. The study concludes that TikTok Live functions not only as a transactional platform but also as a communication space that brings together product information, interaction, Host credibility, and emotional experience in shaping Generation Z’s interest in preloved products.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	: Live commerce, TikTok Live, Preloved, Generation Z, Host Credibility
Subjects:	Communication Science > Digital media (Media digital) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial
Depositing User:	Intan Meliana Putri
Date Deposited:	10 Sep 2026 08:09
Last Modified:	10 Sep 2026 08:09
URI:	https://repository.bakrie.ac.id/id/eprint/14483

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