ANALISIS EFEKTIVITAS LIVE STREAMING “PVN SHOES” PADA E-COMMERCE

PRAKASTA KARISMA PUTRA, . (2025) ANALISIS EFEKTIVITAS LIVE STREAMING “PVN SHOES” PADA E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas live streaming "PVN Shoes" pada platform E-Commerce Shopee dalam kerangka Stimulus-Organism-Response (SOR). Hasil analisis deskriptif terhadap dimensi E-Commerce anchor attribute menunjukkan tingkat efektivitas yang tergolong tinggi, dengan rata-rata skor yang mengindikasikan bahwa peran host sangat signifikan dan memberikan kontribusi positif terhadap keberhasilan live streaming. Hal ini menunjukkan bahwa E-Commerce anchor attribute menjadi faktor kunci dalam meningkatkan interaksi dan keputusan pembelian audiens, di mana audiens merasa lebih percaya dan terhubung dengan produk yang dipromosikan. Dimensi Immersion juga menunjukkan hasil yang efektif, di mana tingkat keterlibatan dan pengalaman mendalam penonton selama menonton live streaming memberikan dampak positif yang signifikan terhadap persepsi audiens. Dimensi Immersion berperan penting dalam menciptakan suasana menonton yang menyenangkan dan interaktif, yang membuat audiens merasa lebih terhubung dengan produk yang ditawarkan. Hal ini menjadikan audiens lebih terlibat dan berpartisipasi aktif dalam sesi live streaming. Selanjutnya, dimensi Perceived Scarcity menunjukkan efektivitas yang tinggi, di mana persepsi kelangkaan produk mampu memicu rasa urgensi dan persaingan di antara audiens, yang mendorong keputusan pembelian yang cepat dan meningkatkan antusiasme konsumen terhadap produk PVN Shoes. Secara keseluruhan, penelitian ini menunjukkan bahwa ketiga dimensi yang dianalisis, yakni E-Commerce Anchor Attribute, Immersion, dan Perceived Scarcity, memberikan respon yang efektif dari audiens live streaming PVN Shoes di Shopee. Meskipun demikian, beberapa aspek pada masing-masing dimensi perlu perhatian lebih lanjut untuk terus meningkatkan kualitas pengalaman audiens dan efektivitas live streaming, dengan tujuan untuk memperbaiki kualitas interaksi dan tingkat konversi pembelian. ***** This study aims to analyze the effectiveness of "PVN Shoes" live streaming on the Shopee E-Commerce platform within the Stimulus-Organism-Response (SOR) framework. The results of descriptive analysis of the E-Commerce anchor attribute dimension show a relatively high level of effectiveness, with an average score indicating that the role of the host is very significant and makes a positive contribution to the success of live streaming. This shows that the E-Commerce anchor attribute is a key factor in increasing audience interaction and purchasing decisions, where the audience feels more confident and connected to the promoted product. The Immersion dimension also shows effective results, where the level of engagement and in-depth experience of the audience while watching live streaming has a significant positive impact on audience perception. The Immersion dimension plays an important role in creating a fun and interactive viewing atmosphere, which makes the audience feel more connected to the product offered. This makes the audience more involved and actively participate in the live streaming session. Furthermore, the Perceived Scarcity dimension shows high effectiveness, where the perception of product scarcity can trigger a sense of urgency and competition among the audience, which drives quick purchasing decisions and increases consumer enthusiasm for PVN Shoes products. Overall, this study shows that the three dimensions analyzed, namely E-Commerce Anchor Attribute, Immersion, and Perceived Scarcity, provide an effective response from the PVN Shoes live streaming audience on Shopee. However, several aspects of each dimension need further attention to continue to improve the quality of the audience experience and the effectiveness of live streaming, with the aim of improving the quality of interaction and purchase conversion rates. Keywords : Live Streaming, E-Commerce, Stimulus-Organisme-Respon (SOR), PVN Shoes, E-Commerce anchor attribute, Immersion, Perceived Scarcity.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Terrylina Arvinta Monoarfa, S.E., M.M. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects: Manajemen > Manajemen Pemasaran
Manajemen > Perilaku Konsumen
Divisions: FE > D III Manajemen Pemasaran
Depositing User: Prakasta Karisma Putra .
Date Deposited: 06 Aug 2025 07:47
Last Modified: 06 Aug 2025 07:47
URI: http://repository.unj.ac.id/id/eprint/58239

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