LIVE STREAMERS SOCIAL SELLING STRATEGIES IN ONLINE SALES ON TIKTOK LIVE
DOI:
https://doi.org/10.19166/lectura.v1i2.9471Λέξεις-κλειδιά:
social selling, penjualan online, tiktok live, live streamerΠερίληψη
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.
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Πνευματική ιδιοκτησία (c) 2025 Vincent Tandrian, Desideria Lumongga Dwihadiah
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