Main Article Content
Abstract
Live shopping is an innovative form of digital marketing that combines real-time interaction with the convenience of online shopping. This study aims to explore the communication strategies used by presenters to trigger purchasing transactions on the TikTok Live Shopping platform. Using a qualitative approach and respondent perception analysis, the findings reveal that product knowledge, direct interaction, and delivery style significantly influence consumer buying interest. Presenters who can convey information persuasively, create interactive engagement, and effectively utilize platform features have a greater potential to boost conversion rates. Facial expressions, body gestures, and vocal tone also serve as crucial nonverbal elements that affect emotional responses from viewers. Additionally, promotions, discounts, and detailed product presentations are the main attractions that draw audience attention during live sessions. TikTok, as an entertainment-based platform, allows for more expressive and personal communication strategies. Therefore, the success of live shopping on TikTok highly depends on the presenter’s ability to build dynamic two-way communication. This study concludes that presenter communication strategies are central to creating an effective digital shopping experience. The findings contribute significantly to the development of live streaming-based marketing strategies in the digital economy era.
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Article Details
References
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References
Andriani, E L., Udayana, I B N., & Ningrum, N K. (2021, December 31). Pengaruh Hedonic Shopping Value, Web Informativeness, Web Entertainment Terhadap E-Loyalty Dengan E-Satisfaction Sebagai Mediasi Pada Tokopedia. Lembaga Publikasi Ilmiah dan Penerbitan (LPIP) Universitas Muhammadiyah Purwokerto, 1(2), 1-1. https://doi.org/10.30595/jmbt.v1i2.12661
Andriana, A N., & Pingki, P. (2022, August 28). Penerapan Teknik Foto Produk Dan Video Reel Instagram Bisnis Sebagai Optimalisasi Strategi Social Media Marketing Dalam Menyambut Ikn. , 6(4), 3101-3101. https://doi.org/10.31764/jmm.v6i4.9417
Evelina, L W., & Pebrianti, D E. (2021, December 23). Perilaku Konsumtif Bandwagon Effect Followers Instagram Shopee pada Event Flash Sale. , 4(2), 99-110. https://doi.org/10.25008/wartaiski.v4i2.127
Faradillah, F., Astuti, L W., Anggraini, L D., & Alie, M F. (2022, April 12). Pelatihan Penggunaan Platform Digital Sebagai Penerapan Eccomerce Pada Kegiatan Umkm. , 6(1). https://doi.org/10.36982/jam.v6i1.2084
Li, C., Jiang, H., Huang, A., Chen, H., & Yu, J. (2021, January 1). Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure. Atlantis Press. https://doi.org/10.2991/assehr.k.211209.150
Liu, L. (2023, January 1). How to Take Advantage of Live Streaming to Enhance Consumers' Impulsive Purchasing Behavior: Evidence from China. , 6(12). https://doi.org/10.25236/ajhss.2023.061205
Liu, X., & Kim, S H. (2021, June 14). Beyond Shopping: The Motivations and Experience of Live Stream Shopping Viewers. https://doi.org/10.1109/qomex51781.2021.9465387
Ramdani, H C., ., S R., & ., R F. (2024, May 8). Pengaruh Sosial Media Marketing terhadap Minat dan Daya Beli Pelanggan. , 22(1), 48-55. https://doi.org/10.33592/pelita.v22i1.2562
Surahman, A., Octaviansyah, A F., & Darwis, D. (2020, January 31). Ekstraksi Data Produk E-Marketplace Sebagai Strategi Pengolahan Segmentasi Pasar Menggunakan Web Crawler. , 9(1),73-73. https://doi.org/10.32520/stmsi.v9i1.580
https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2023/