The Effectiveness of Live Streaming Shopping Attributes on Shopee Live in Jakarta
Keywords:
Effectiveness, Live Streaming Shopping Attributes, Fashion ProductsAbstract
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.
References
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Chan, S., & Asni, K. (2022). The Role Of Sequence Mediation On The Influence Of Live-Streaming Shopping Attribute On Purchase Intention. Jurnal Aplikasi Manajemen, 20(4). https://doi.org/10.21776/ub.jam.2022.020.04.16
Chandra, W., Anggraini, D., & Hutabarat, F. A. M. (2022). EPIC MODEL: Pengukuran Efektifitas Komukasi Pemasaran Usaha Mikro Kecil dan Menengah di Kota Medan pada masa New Normal. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 716–724. https://doi.org/10.47065/ekuitas.v4i2.2506
Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2021). Shopping Motivation in Live Streaming: A Means-End Chain Approach.
Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2034238
Elmertian, D., Sholikhah, & Sari, D. A. P. (2024). Efektivitas Iklan Melalui Media Sosial Instagram dengan Pendekatan AIDA Model (Studi Kasus Instagram @Kopikenangan.id). Jurnal Ekonomi, Manajemen Dan Akuntansi, 3(1), 62–77. http://jurnal.anfa.co.id/index.php/mufakat
Farrasari, W. R., & Amaliah, I. (2023). Pengaruh Technology Acceptance Model Terhadap Minat Masyarakat Kota Bandung dalam Berbelanja Produk Fashion di E-Commerce Shopee. Bandung Conference Series: Economics Studies, 3(1), 238–245. https://doi.org/10.29313/bcses.v3i1.7083
Haribowo, R., Fitriyatul Bilgies, A., & Tannady, H. (2022). Analysis of the Effect of Brand Image and Celebrity Endorser on Purchase Decisions for Bittersweet Bakery Products By Najla Analisis Pengaruh Brand Image Dan Celebrity Endoser Terhadap Purchase Decision Produk Bakery Bittersweet By Najla. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 5). http://journal.yrpipku.com/index.php/msej
Khairunnisa Ginting, A., & Harahap, K. (2022). Pengaruh Direct Marketing Dan Product Quality Terhadap Minat Beli Ulang Pada Live Streaming Marketing Shopee (Studi Pada Pengguna Aplikasi Shopee di Kampus Darmajaya Bandar Lampung). JOSR: Journal of Social Research Juli, 2022(8), 500–506. http://https://ijsr.internationaljournallabs.com/index.php/ijsrhttp://ijsr.internationaljournallabs.com/index.php/ijsr
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Oktavianti, A. R., Priharsari, D., & Purnomo, W. (2023). Pengaruh Streamer Product Knowledge dan Streamer Image Terhadap Minat Beli Konsumen pada Live Shopping. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 7(3), 1086–1092. http://j-ptiik.ub.ac.id
Pakaya, S. (2021). Pengaruh Komunikasi dan Pendelegasian Wewenang terhadap Kinerja Pegawai pada Kantor Kecamatan Luwuk Kabupaten Banggai. Journal of Technopreneurship on Economics and Business Review, 2(2), 88–100. https://jtebr.unisan.ac.id
Poetri, A. A. (2022). Pengaruh Utilitarian Motives Dan Hedonic Motives Terhadap Purchase Intention Pada Produk Somethinc Di Wilayah Jawa Timur Ketika Pandemi [Undergraduate Thesis, Universitas Hayam Wuruk Perbanas Surabaya]. http://eprints.perbanas.ac.id/id/eprint/9417
Rakhmawati, N. A., Permana, A. E., Reyhan, A. M., & Rafli, H. (2021). Analisa Transaksi Belanja Online Pada Masa Pandemi Covid-19. Jurnal Teknoinfo, 15(1), 32. https://doi.org/10.33365/jti.v15i1.868
Saleh, N. (2019, June 8). Shopee Hadirkan Shopee Live, Jualan Online Melalui Live Streaming. Tempo.Co. https://tekno.tempo.co/read/1212854/shopee-hadirkan-shopee-live-jualan-online-melalui-live-streaming#:~:text=Dilansir%20dari%20Business%20Insider%2C%20fitur,tentang%20berbagai%20produk%20secara%20individual.
Warongan, B. U. C., Dotulong, L. O. H., & Lumintang, G. O. H. (2022). Pengaruh Lingkungan Kerja Dan Stres Kerja Terhadap Kinerja Karyawan Pada Pt Jordan Bakery Tomohon Effect Of Work Environment And Work Stress On Employee Performance At Pt Jordan Bakery Tomohon. In Lumintang 963 Jurnal EMBA (Vol. 10, Issue 1).
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Published
2024-08-13
How to Cite
Anastasya, Y. (2024). The Effectiveness of Live Streaming Shopping Attributes on Shopee Live in Jakarta . International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). Retrieved from https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/47716
