Published: 2026-07-01

Penerapan Fitur Live Streaming TikTok @Mizzucosmetic untuk Memperkuat Brand Awareness

DOI: 10.35870/jtik.v10i3.6007

Made Shanty Aurellia, Bayu Suriaatmaja Suwanda, Alfa Taufan Latif
  • Made Shanty Aurellia: Institut Pertanian Bogor
  • Bayu Suriaatmaja Suwanda: Institut Pertanian Bogor
  • Alfa Taufan Latif: Institut Pertanian Bogor
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Abstract

This study aims to examine how the use of TikTok's live streaming feature on the @mizzucosmetic account can strengthen brand awareness among audiences. This study used a descriptive qualitative method through in-depth interviews and participant observation over four months. There were four informants in this study consisting of two live streamer coordinators, a live host, and a mizzu cosmetics audience who were involved to gain a more comprehensive understanding of the experiences and interaction patterns that occur during live broadcasts. The findings show that interactive features such as live chat, product pins, and flash sales play a role in attracting audience attention, encouraging engagement, and building interest in the products offered. The AIDA theory is used as a framework to examine how live streaming builds attention (Attention), fosters interest and desire (Interest & Desire), and triggers purchasing actions (Action). Overall, this study illustrates that the consistent and informative use of live streaming features can strengthen Mizzu Cosmetics' brand awareness.

Keywords

AIDA ; Brand Awareness ; Live Streaming ; Mizzu Cosmetic ; Tiktok

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How to Cite

Aurellia, M. S., Suwanda, B. S., & Latif, A. T. (2026). Penerapan Fitur Live Streaming TikTok @Mizzucosmetic untuk Memperkuat Brand Awareness. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 10(3), 959-968. https://doi.org/10.35870/jtik.v10i3.6007
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2026)

  • Section: Computer & Communication Science

  • Published: %750 %e, %2026

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Author Biographies
Made Shanty Aurellia
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Bayu Suriaatmaja Suwanda
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Alfa Taufan Latif
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia.

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