PERAN HOST LIVE STREAMING DALAM MENINGKATKAN CITRA PERUSAHAAN (STUDI KASUS PADA BRAND MAHORAHORA)

Abstract

This research is motivated by Mahorahora’s use of live streaming as a communication medium between the company and its audience, with the host acting as the party who interacts with viewers and represents the company. Based on observations, the host’s role has not been fully maximized, particularly in delivering information and interacting with the audience. This study aims to examine the role of live streaming hosts in improving Mahorahora’s corporate image. The research employed a descriptive qualitative method with a constructivist paradigm. Data were collected through semi-structured interviews with five informants consisting of one E-Commerce Sales employee, two live streaming hosts, and two audience members, as well as through observation and documentation. Data were analyzed using the Miles, Huberman, and Saldana model, while the Stimulus-Organism-Response (S-O-R) theory was used to examine host communication as a stimulus and audience understanding, trust, interest, and perception as responses. The findings show that hosts act as product information providers, interaction builders, links between the company and audience, and company representatives in shaping Mahorahora’s image. However, these roles are not fully optimized due to unstructured information, brief responses, and inconsistent interaction. Improving the host’s role is therefore needed to support a more positive corporate image.