Audy Yudistira Lenggihunusa, Evelyn Sanadi, Sam'un Jaja Raharja, Lina Auliana, Marsha Aulia Hakim
{"title":"ANALISIS PENGGUNAAN LIVE SHOPPING TIKTOK DALAM MENDORONG MINAT BELI KONSUMEN SKINTIFIC","authors":"Audy Yudistira Lenggihunusa, Evelyn Sanadi, Sam'un Jaja Raharja, Lina Auliana, Marsha Aulia Hakim","doi":"10.34127/jrlab.v13i1.995","DOIUrl":null,"url":null,"abstract":"In this study, the impact of Live Shopping on sales strategies, particularly within the skincare industry focusing on Skintific, was explored. Qualitative exploratory research involving interviews and observations of 7 consumers revealed that Live Shopping influences purchase interest through direct discounts, direct interaction with hosts, and detailed product explanations. Its influence was reflected in increased transactional, referential, preferential, and exploratory interest of consumers in Skintific products. Factors such as streamer credibility, interactivity, and the richness of media information also influenced purchase decisions. The research findings confirm that Live Shopping on TikTok is effective in influencing consumer purchase interest in skincare products such as Skintific. \n \nKeywords: Live Shopping, Purchase Interest, Digital Marketing","PeriodicalId":230773,"journal":{"name":"JURNAL LENTERA BISNIS","volume":"99 25","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"JURNAL LENTERA BISNIS","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.34127/jrlab.v13i1.995","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
In this study, the impact of Live Shopping on sales strategies, particularly within the skincare industry focusing on Skintific, was explored. Qualitative exploratory research involving interviews and observations of 7 consumers revealed that Live Shopping influences purchase interest through direct discounts, direct interaction with hosts, and detailed product explanations. Its influence was reflected in increased transactional, referential, preferential, and exploratory interest of consumers in Skintific products. Factors such as streamer credibility, interactivity, and the richness of media information also influenced purchase decisions. The research findings confirm that Live Shopping on TikTok is effective in influencing consumer purchase interest in skincare products such as Skintific.
Keywords: Live Shopping, Purchase Interest, Digital Marketing
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
