ANALISIS EFEKTIVITAS KONTEN LIVE STREAMING SHOPPING PRODUK GADGET/ELEKTRONIK PADA MARKETPLACE

MUHAMMAD AJI DANNOR, . (2025) ANALISIS EFEKTIVITAS KONTEN LIVE STREAMING SHOPPING PRODUK GADGET/ELEKTRONIK PADA MARKETPLACE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas strategi konten live streaming shopping pada akun Samsung Official di Shopee Live dalam memengaruhi persepsi dan keputusan pembelian konsumen. Pendekatan penelitian yang digunakan adalah kuantitatif deskriptif, dengan metode pengumpulan data melalui penyebaran kuesioner kepada responden yang pernah menonton sesi live streaming Samsung Official. Analisis data dilakukan dengan menggunakan teknik statistik deskriptif untuk memetakan tingkat efektivitas setiap dimensi yang dikaji. Hasil penelitian menunjukkan bahwa efektivitas konten live streaming yang diterapkan oleh Samsung Official dinilai sangat efektif dalam menciptakan interaksi yang responsif antara streamer dan audiens, penyampaian informasi produk yang jelas, serta penyajian visual yang menarik dan relevan. Selain itu, faktor kepercayaan terhadap merek dan konsistensi penyampaian informasi turut memperkuat persepsi positif konsumen terhadap kualitas live streaming. Secara keseluruhan, penelitian ini menegaskan bahwa tingkat efektivitas live streaming shopping dapat ditentukan oleh kualitas komunikasi, kejelasan informasi, serta relevansi konten yang disajikan kepada audiens. Hasil penelitian ini diharapkan dapat menjadi referensi bagi pelaku usaha dalam mengoptimalkan kegiatan pemasaran digital melalui platform live streaming, serta memberikan kontribusi empiris dalam memahami efektivitas konten pada konteks perdagangan elektronik. Kata Kunci: Live Streaming Shopping, Efektivitas Konten, Interaksi Parasosial, Pemasaran Digital ***** This study aims to analyze the effectiveness of the live streaming shopping content strategy on the Samsung Official account on Shopee Live in influencing consumer perceptions and purchasing decisions. The research approach used a descriptive quantitative approach, with data collection conducted through questionnaires distributed to respondents who had watched Samsung Official live streaming sessions. Data analysis was conducted using descriptive statistics techniques to map the effectiveness of each dimension studied. The results indicate that the live streaming content implemented by Samsung Official is highly effective in creating responsive interactions between streamers and audiences, delivering clear product information, and presenting attractive and relevant visuals. Furthermore, trust in the brand and consistency of information delivery contribute to positive consumer perceptions of live streaming quality. Overall, this study confirms that the effectiveness of live streaming shopping can be determined by the quality of communication, clarity of information, and the relevance of the content presented to the audience. The results of this study are expected to serve as a reference for businesses in optimizing digital marketing activities through live streaming platforms and provide empirical contributions to understanding content effectiveness in the context of e-commerce. Keywords: Live Streaming Shopping, Content Effectiveness, Parasocial Interaction, Digital Marketing

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM. ; 2). Nofriska Krissanya, S.E., M.B.A, CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Muhammad Aji Dannor .
Date Deposited:	30 Jan 2026 04:11
Last Modified:	30 Jan 2026 04:11
URI:	http://repository.unj.ac.id/id/eprint/64259

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