ANALISA LIVE STREAMING SHOPPING PADA PLATFORM TOKOPEDIA PLAY THE GOODS DEPT

Isabella M. Sirait; Theresia Andrea  Rivanti

doi:10.24076/pikma.v7i2.1615

Authors

Isabella M. Sirait LSPR Institute of Communication & Business
Theresia Andrea Rivanti LSPR Institute of Communication & Business

DOI:

https://doi.org/10.24076/pikma.v7i2.1615

Keywords:

Kesadaran Merk, Live Streaming Shopping, Niat Beli, Tokopedia

Abstract

Penelitian ini menganalisis apa saja pengaplikasian yang dilakukan untuk meningkatkan kesadaran merek dan niat beli bagi konsumen The Goods Dept di Tokopedia, saat live streaming shopping pada platform Tokopedia play, serta Faktor-faktor apa saja yang memotivasi gen Z untuk melakukan pembelian produk The Goods Dept pada saat Live Streaming shopping di platform Tokopedia Play merupakan tujuan penelitian ini, dengan menggunakan pendekatan kualitatif serta wawancara mendalam untuk mengumpulakn datanya. Temuan penelitian ini menemukan bahwa motivasi pembelian generasi z dan pengaplikasian/ kegiatan Live streaming shopping yang dilakukan The Goods Dept, Gen z termotivasi karena terdapat promo yang ditawarkan, suasanya live streaming shopping yang enak dilihat, kepiawaikan host saat mengulas produk serta efisensitas yang dirasakan. Dan kegiatan yang dilakukan The Goods dept yaitu dengan memanfaatkan sosial media Instagram dan menampilkan sesi-sesi yang bermanfaat pada Live streaming mereka. Dengan demikian, penelitian ini memberikan wawasan yang mendalam tentang strategi efektif untuk menarik perhatian dan meningkatkan pembelian dari konsumen Gen Z melalui live streaming shopping.

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