TikTok live streaming has various impacts on its users, including the impact on business space and self-concept. One of them is the case of the TikTok @Monacruz account, where TikTok live streaming can increase product sales and shape the self-concept of the live streaming host. The purpose of this research is to find out how TikTok live streaming can affect a business and affect the way hosts and consumers express themselves. The research method used in this research is a descriptive method with a qualitative approach used to describe how TikTok live streaming between business space and self-concept. The results of this study show that TikTok live streaming in the case of TikTok shop Monacruz has a significant impact on business space for business people and live streaming hosts in the self-concept of providing social experiences.

Keywords :Live Streaming, TikTok, Business Space, Self-concept, live streaming host