PENGGUNAAN FITUR LIVE SHOPEE SEBAGAI MEDIA PROMOSI PADA TOKO BATIK L

Maulana, Fariz (2024) PENGGUNAAN FITUR LIVE SHOPEE SEBAGAI MEDIA PROMOSI PADA TOKO BATIK L. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Marketing communication has become a major part of every company. The marketing process carried out when doing online shopping aims to make the product known to many people by promoting through live shopee and forming purchasing decisions in potential consumers. This study aims to determine the use of Shopee live as a promotional media at the Batik L shop. This research method is descriptive qualitative, namely the data used in the form of words, images, and not numbers. Data collection techniques were carried out using in-depth interview techniques, indirect observation and documentation data. The results of this study show that Batik L uses AIDA-based marketing communication (attention, interest, desire, action) to expand its reach and make purchasing decisions. Through giveaways, providing discounts on shopee live and endorsements, Batik L succeeded in attracting the attention of potential customers. Live shopee sessions that highlight the quality, motifs and materials of the products help generate consumer interest and confidence. Commenting activities during live shopee encourage desire and action can be seen when potential customers put the product in the cart list or immediately make a purchase.

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