ANALISIS EFEKTIVITAS LIVE STREAMING SHOPPING ATTRIBUTES PADA SHOPEE LIVE DI DKI JAKARTA (STUDI KASUS PADA PRODUK FASHION)

YOHANA ANASTASYA, . (2024) ANALISIS EFEKTIVITAS LIVE STREAMING SHOPPING ATTRIBUTES PADA SHOPEE LIVE DI DKI JAKARTA (STUDI KASUS PADA PRODUK FASHION). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pelaku bisnis harus memahami atribut apa saja yang perlu mereka fokuskan untuk meningkatkan pembeli dan penjualan pada live streaming shopping agar berjalan dengan sukses. Penelitian ini bertujuan untuk mengetahui tingkat efektivitas Live Streaming Shopping Attributes pada Shopee Live di DKI Jakarta dengan studi kasus pada produk fashion. Penelitian ini merupakan jenis penelitian kuantitatif dengan metode survei melalui pengisian kuesioner Google Form. Sampel dalam penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis tabulasi sederhana, analisis deskriptif, dan skor rata-rata. Berdasarkan hasil analisis data, Live Streaming Shopping Attributes dikategorikan “Sangat Baik” dan “Sangat Efektif”, didukung oleh Product Attributes dan Seller Presentation, Seller Interactivity, and Seller Guidance Attributes. Setelah melakukan penelitian mengenai efektivitas Live Streaming Shopping Attributes (LSSA) pada Shopee Live di Jakarta, disimpulkan bahwa efektivitas LSSA efektif dalam membuat penonton live streaming shopping di Shopee Live menonton untuk melakukan transaksi pembelian pada produk fashion. ***** Business actors must understand what attributes they need to focus on to increase live streaming shopping views and sales to run successfully. This study aims to determine the level of effectiveness of Live Streaming Shopping Attributes on Shopee Live in DKI Jakarta with a case study on fashion products. This research is a type of quantitative research with a survey method through filling out a Google Form questionnaire. The sample in this study used a non-probability sampling method with purposive sampling technique. The data analysis techniques used in this study are simple tabulation analysis, descriptive analysis, and average score. Based on the results of data analysis, the Live Streaming Shopping Attributes are categorized as "Very Good" and "Very Effective", supportted by Price and Promotion Attributes and Seller Presentation, Seller Interactivity, and Seller Guidance Attributes. After conducting research on the effectiveness of Live Streaming Shopping Attributes (LSSA) on Shopee Live in Jakarta, it is concluded that the effectiveness of LSSA is effective in making viewers live streaming shopping on Shopee Live watch to make purchase transactions on fashion products.

Item Type:	Thesis (Diploma)
Additional Information:	1). Dra. Sholikhah, MM ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Yohana Anastasya .
Date Deposited:	13 Aug 2024 03:06
Last Modified:	13 Aug 2024 03:06
URI:	http://repository.unj.ac.id/id/eprint/49768

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