Effectiveness of Shopee Live Streaming at Night on Purchasing Decisions (Case Study of CV Avero Indonesia)

Endang  Iryanti; Tiara  Wigunastika

doi:10.55927/fjmr.v3i1.7573

Authors

Endang Iryanti Universitas Pembangunan Nasional “Veteran” Jawa Timur
Tiara Wigunastika Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/fjmr.v3i1.7573

Keywords:

Live Steaming, Digital Marketing, MSMEs, Marketing, Purchase Decisions

Abstract

The development of technology and the internet has changed the way consumers interact with brands. Live streaming, especially via Shopee, has become an effective strategy in the digital era. This research analyzes the application of live streaming at night as an effort to influence purchasing decisions for Avero products. The research method uses descriptive qualitative with a SWOT matrix. Avero live streaming is powerful in live interactions, product presentations, and reading live comments. Disadvantages include connection disruptions and competing evening activities. Opportunities include special evening promotions and free delivery vouchers. Threats involve monotonous content and the emergence of new competitors. SO, WO, ST, and WT strategies are recommended to optimize Avero's live-streaming marketing on Shopee. The conclusion emphasizes adapting to competitors' strategies for greater live-streaming effectiveness. This research is expected to guide Shopee Live users in formulating more efficient marketing strategies.

Downloads

Download data is not yet available.

References

Alghifari, A. Y. (2021). Pengaruh Diskon, Kualitas Website, Persepsi Risiko Dan Kepercayaan Terhadap Keputusan Pembelian Pada Online Shop Shopee: Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto. Jurnal Manajemen, 15(2)

Ashfiyah, S. (2023). Strategi Live Streaming Terhadap Minat Beli dan Pemenuhan Keinginan. Karimah Tuhid.

Febriah, I., & Febriyantoro, M. T. (2023). Pengaruh Live Streaming Tiktok, Potongan Harga, dan Gratis Ongkir Terhadap Keputusan Pembelian. Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis.

Lislindawati, Wahyuningsih, Y., & Saputra, M. (2023). Keputusan Pembelian Konsumen Dipengaruhi Online Live Streaming, Free Gift, dan Diskon Pada Media Sosial Tiktok. Seminar Nasional Hasil Penelitian dan Pengabdian Masyarakat.

Nanda, A. S., & Aristyanto, E. (2021). Peran Impulsive Buying Saat Live Streaming Pada Masa Pandemi Covid-19 (Studi Kasus E-Commerce Shopee). Jurnal Masyarakat Al-Syarah: Jurnal Ekonomi Dan Perbankan Syariah,6(2), 542–555.

Prajana, A. M., Syafikarani, A., & Nastiti, N. E. (2021). PEMANFAATAN VIDEO STREAMING SEBAGAI MEDIA PEMASARAN PADA FITUR SHOPEE LIVE. Jurnal Tanra.

Suhyar, S. V., & Pratminingsih, S. A. (2023). Pengaruh Live Streaning dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintific. Management Studies and Enterpreneurship Journal. Retrieved from https://journal.yrpipku.com/index.php/msej/article/view/1773/1095

Suryatman, T. H., Kosim, M. E., & Eko, G. (2021). Perencanaan Strategi Pemasaran Dengan Analisis SWOT Dalam Upaya Meningkatkan Penjualan Sepatu Adidas di PT Panarub Industry. Journal Industrial Manufacturing.