Fransiska, Vinia and Paramita, Sinta Live Shopping dalam Industri Komunikasi Digital melalui Instagram. Live Shopping dalam Industri Komunikasi Digital melalui Instagram.

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Abstract

Live shopping is an online shopping activity that is done directly and within a certain duration.
This research discusses the live shopping process in the digital communication industry.. The
theory used is the theory of marketing communication, social media, Instagram, and digital
communication. This study discusses the phenomenon of live shopping activity in the digital
communications industry. The method used is a case study with a qualitative approach and
using the techniques of interview, observation, and documentation. The results of this study
can be seen that the live shopping activity that uses social media to utilize the features of
Instagram namely Stories. The birth of live shopping is based on the phenomenon that has
been formed over a long time, namely ‘jastip’. Goods sold in the live shopping activity are
also more diverse than shop online as usual. It also offers more interactive shopping activities
and fun so that buyers feel the thrill of shopping directly on the spot and the limited duration
so that the buyers will be encouraged with time. Before live shopping, sellers will promote it
by using Instagram Ads or endorsement to influencers. It can be concluded that the live
shopping process starts with 3 main steps, promotion, interaction, and transaction.

Item Type: Article
Subjects: Penelitian > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: Puskom untar untar
Date Deposited: 04 Jan 2021 11:13
Last Modified: 04 Jan 2021 11:13
URI: https://repotest.untar.ac.id/id/eprint/14218

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