Perancangan Rencana Strategi Peningkatan Efektivitas Live Streaming Berbasis Media Richness pada Akun TikTok @humas_lan berdasarkan Persepsi Audiens

Abstract

Live streaming TikTok telah dimanfaatkan secara rutin oleh Lembaga Administrasi Negara (LAN) sebagai sarana komunikasi publik, namun efektivitasnya belum pernah dievaluasi secara empiris berdasarkan persepsi audiens. Penelitian ini bertujuan mengidentifikasi tingkat media richness pada live streaming akun TikTok @humas_lan, menganalisis pengaruhnya terhadap persepsi audiens, serta menyusun rancangan strategi peningkatan efektivitas live streaming berbasis media richness. Pendekatan kuantitatif dengan metode survei diterapkan melibatkan 100 responden yang pernah menyaksikan siaran periode Januari–Maret 2026, dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner, observasi, dan studi pustaka, kemudian dianalisis menggunakan statistik deskriptif, uji asumsi klasik, regresi linear sederhana, uji t, dan koefisien determinasi dengan SPSS dan Microsoft Excel. Hasil penelitian menunjukkan bahwa tingkat media richness berada pada kategori tinggi dengan nilai mean sebesar 67,090 dari skor maksimum 80, sedangkan persepsi audiens juga berada pada kategori tinggi dengan nilai mean sebesar 51,290 dari skor maksimum 60. Hasil uji regresi linear sederhana dan uji t menunjukkan bahwa media richness berpengaruh positif dan signifikan terhadap persepsi audiens dengan nilai signifikansi 0,000 < 0,05, serta koefisien determinasi sebesar 74,8%. Dapat disimpulkan bahwa media richness berperan dominan membentuk persepsi audiens, sehingga disusun strategi berbasis empat dimensi media richness dalam bentuk e-book sebagai panduan pengelolaan live streaming @humas_lan.

TikTok live streaming has been routinely utilized by the National Institute of Public Administration (NIPA) as a means of public communication; however, its effectiveness has never been empirically evaluated based on audience perception. This study aims to identify the level of media richness in the TikTok live streaming account @humas_lan, analyze its influence on audience perception, and develop a strategy design to enhance the effectiveness of live streaming based on media richness. A quantitative approach with a survey method was applied, involving 100 respondents who had watched broadcasts during the January–March 2026 period, selected through purposive sampling. Data were collected through questionnaires, observation, and literature study, and then analyzed using descriptive statistics, classical assumption tests, simple linear regression, t-tests, and determination coefficients with SPSS and Microsoft Excel. The research results indicate that the level of media richness falls into the high category with a mean value of 67.090 out of a maximum score of 80, while audience perception also falls into the high category with a mean value of 51.290 out of a maximum score of 60. The results of the simple linear regression test and t-test show that media richness has a positive and significant effect on audience perception, with a significance value of 0.000 < 0.05, and a coefficient of determination of 74.8%. It can be concluded that media richness plays a dominant role in shaping audience perception, and therefore a strategy based on the four dimensions of media richness has been developed in the form of an e-book as a guide for managing live streaming @humas_lan.