Gaya Komunikasi Streamer dan Kepuasan Penonton dalam Live Streaming
DOI:
https://doi.org/10.55606/juitik.v6i1.2142Keywords:
Audience Satisfaction, Communication Style, Digital Communication, Live Streaming, YouTubeAbstract
The growth of live streaming on YouTube has transformed communication patterns into more interactive and participatory forms, making streamers’ communication style a crucial factor in shaping audience satisfaction. This study aims to analyze and empirically examine the effect of streamers’ communication style on audience satisfaction in live streaming. A quantitative approach with an explanatory survey method was employed involving 316 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through simple linear regression using IBM SPSS version 25. The results indicate that both the streamer’s communication style and audience satisfaction are categorized as very good. Regression analysis reveals a very strong and significant influence, with a coefficient of determination of 0.904, meaning that 90.4% of the variation in audience satisfaction is explained by the streamer’s communication style. The findings highlight that effective verbal, nonverbal, and interactive communication enhances viewing experience, emotional engagement, and audience loyalty. This study contributes to the development of digital communication research and offers practical implications for streamers in building sustainable relationships with their audiences.
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