LIVE STREAMERS SOCIAL SELLING STRATEGIES IN ONLINE SALES ON TIKTOK LIVE
DOI:
https://doi.org/10.19166/lectura.v1i2.9471Schlagworte:
social selling, penjualan online, tiktok live, live streamerAbstract
Budaya berbelanja saat ini telah mengalami pergeseran seiring majunya teknologi. Berbelanja online lebih sering dilakukan oleh para konsumen saat ini. Namun, adanya masalah dimana produk yang dibeli tidak sesuai dengan deskripsi. Fitur live streaming diciptakan untuk pemecahan permasalahan tersebut, sehingga ramainya orang yang berjualan secara online melalui live streaming di TikTok Live. Hal ini mempermudah penjual dikarenakan live streaming penjualan secara langsung yang dilakukan secara online sehingga penjual dan pembeli dapat berinteraksi secara langsung seolah-olah seperti berjualan secara konvensional. Peneliti berfokus kepada strategi pemasaran komunikasi dengan konsep social selling. Penelitian ini menggunakan paradigma interpretif dengan pendekatan kualitatif dan metode deskriptif. Upaya untuk mendapatkan data melalui wawancara secara teknik semi structured interview dan konsep utama social selling. Dalam menentukan narasumber, penelitian ini melibatkan para live streamer yang aktif dan konsisten dalam berjualan melalui TikTok Live. Oleh karena itu, wawancara dilakukan kepada para live streamer yang berjualan secara live streaming di TikTok Live. Temuan penilitian ini menunjukkan bahwa para live streamer melakukan penjualan dengan menggunakan teknik utama yang interaktif untuk mendapatkan perhatian dari penonton, cara berjualan secara tradisional yang diterapkan pada media sosial, strategi promosi, penentuan harga, display produk, beserta dengan raut wajah atau ekspresi penjual.
Literaturhinweise
Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “Social” Into Sales: The Impact of Salespeople’S Social Media Use on Service Behaviors and Value Creation. The Journal of Personal Selling and Sales Management, 32, 333–348. https://doi.org/10.2307/23483285
Andriansyah, Y. (2024). Laporan terbaru TikTok, ini alasan mengapa format live shopping makin popular | Techno.id. https://www.techno.id/techpedia/laporan-terbaru-tiktok-ini-alasan-mengapa-format-live-shopping-makin-popular-240202a.html
Annur, C. M. (2023). Indonesia Punya Pengguna TikTok Terbanyak ke-2 di Dunia. November 22. https://databoks.katadata.co.id/datapublish/2023/11/22/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-dunia
Apa itu TikTok LIVE? | Pusat Bantuan TikTok. (n.d.). Retrieved June 4, 2024, from https://support.tiktok.com/id/live-gifts-wallet/tiktok-live/what-is-tiktok-live
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/https://doi.org/10.1016/j.tele.2017.12.003
Creswell, J. W., & Creswell, J. D. (2022). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications. https://books.google.co.id/books?id=Pr2VEAAAQBAJ
Dirgantari, T. S. (2024). Live Shopping di Social Commerce Kini Jadi Tren Belanja di Kalangan Anak Muda | Narasi TV. 6 Mei. https://narasi.tv/read/narasi-daily/social-commerce-live-shopping-sebagai-pengalaman-berbelanja-baru
Gunelius, S. (2010). 30-Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business: Social Media Marketing in 30 Minutes a Day. McGraw Hill LLC. https://books.google.co.id/books?id=8jRTUB0nI9IC
Heriyani, W. (2023). Viral Beli Sepatu Boots Online, yang Datang Sepatu untuk Berkebun. https://tekno.sindonews.com/read/1264023/207/viral-beli-sepatu-boots-online-yang-datang-sepatu-untuk-berkebun-1701256276
Hoaks Jala. (2023). MEMBONGKAR KEBIASAAN BELANJA ONLINE DI INDONESIA. https://jalahoaks.jakarta.go.id/literasi/detail/membongkar-kebiasaan-belanja-online-di-indonesia
Hughes, T. (2022). SOCIAL SELLING Techniques to Influence Buyers and Changemakers (2nd ed.). Kogan Page Limited.
Indonesia CNBC. (2023). Warga RI Habiskan Rp 851 T Buat Belanja Online, Beli Apa Aja? https://www.cnbcindonesia.com/tech/20230215145223-37-414052/warga-ri-habiskan-rp-851-t-buat-belanja-online-beli-apa-aja
Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517–1538. https://doi.org/10.54443/sinomika.v1i6.754
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Lewis, B., & Lewis, J. (2015). Social Marketing: Persuasive Communication. In Health Communication (pp. 81–103). Macmillan Education UK. https://doi.org/10.1007/978-1-137-47864-1_6
Nathalia, A., & Satya Indriyanti, I. (2022). PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND AWARENESS DAN E-WOM TERHADAP REPURCHASE INTENTION PADA KONSUMEN KOSMETIK HALAL SARIAYU DI DKI JAKARTA. 2(2), 221–236. http://jurnaltsm.id/index.php/EJMTSM
Neuman, W. Lawrence. (2014). Basics of social research : qualitative and quantitative approaches. Pearson Education Limited.
Perloff, & Richard M. (2017). THE DYNAMICS OF PERSUASION.
Putri, N. K. (2024). We Are Social: 59 persen pengguna internet Indonesia hobi belanja online. Februari 27. https://id.techinasia.com/indonesia-hobi-belanja-online
Riyanto, A. D. (2024). Hootsuite (We are Social): Data Digital Indonesia 2024 | Dosen, Praktisi, Konsultan, Pembicara/Fasilitator Digital Marketing, Internet marketing, SEO, Technopreneur dan Bisnis Digital. Februari 21. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
Suhyar, S. V., & Pratminingsih, A. (2023). The Influence of Live Streaming and Trust on Impulsive Buying in The Purchase Of Skintific Skincare Products Pengaruh Live Streaming dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintificid 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej
Terho, H., Pascucci, F., Cardinali, S., & Ancillai, C. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82. https://doi.org/10.1016/j.indmarman.2019.01.002
Trainor, K. (2012). Relating Social Media Technologies to Performance: A Capabilities-Based Perspective. The Journal of Personal Selling and Sales Management, 32. https://doi.org/10.2307/23483284
Vander Schee, B., Peltier, J., & Dahl, A. (2020). Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions. Journal of Research in Interactive Marketing, ahead-of-print. https://doi.org/10.1108/JRIM-01-2020-0010
Wallace, S. (2009). Communication: Principles of Tradition and Change. Kendall Hunt Publishing Company. https://books.google.co.id/books?id=0VFvPwAACAAJ
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. O’Reilly. https://books.google.co.id/books?id=8sqJDAEACAAJ
Widi, S. (2023). Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023 - Dataindonesia.id. Februari 3. https://dataindonesia.id/internet/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023
Downloads
Veröffentlicht
Ausgabe
Rubrik
Lizenz
Copyright (c) 2025 Vincent Tandrian, Desideria Lumongga Dwihadiah
Dieses Werk steht unter der Lizenz Creative Commons Namensnennung - Nicht-kommerziell - Weitergabe unter gleichen Bedingungen 4.0 International.
Authors who publish with this journal agree to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.
