Strategi Pengelolaan Pesan Komunikasi Host dalam Komunikasi Pemasaran melalui Shopee Live CILILY Official Store

Abstract

The development of live commerce has made Shopee Live one of the communication marketing media that enables sellers to interact directly with consumers. In this process, hosts play an important role in managing messages, delivering product information, building interaction, and encouraging consumers to make purchases. This study aims to identify and analyze the communication message management strategies implemented by the host during Shopee Live sessions at CILILY Official Store. This study employed a qualitative method with a descriptive approach. The research informants consisted of the host and owner of CILILY Official Store, selected through purposive sampling. Data were collected through semi-structured interviews, participatory observation, and documentation, then analyzed using the Miles and Huberman interactive model and validated through method triangulation. The analysis employed Communication Accommodation Theory and the AIDA model. The findings show that the host applied convergence through adjustments in language and messages according to the characteristics and needs of the audience, divergence through maintaining store information and policies, and overaccommodation through repetition of important information such as promotions and checkout calls. Message management also supported the AIDA stages by attracting attention, building interest, creating desire, and encouraging purchasing actions. The findings indicate that the host’s ability to adapt communication while maintaining information consistency is important in supporting marketing communication through Shopee Live.