Studi Komunikasi Pemasaran Interaktif berbasis Live Streaming Online dalam menciptakan keterlibatan Konsumen

Abstract

Marketing communication is an effort made to convey the value of a product to customers through various relevant efforts, including by utilizing social media such as Tiktok. Live streaming is a feature of Tiktok which is usually done as a medium for self-expression for users, which has changed its function as a media for realtime product promotion and sales. Live streaming can increase consumer engagement and allow for direct interaction between sellers and buyers directly. The purpose of this study is to find out and analyze how added value is felt, interest and consumer trust when shopping through interactive live streaming. This study uses a case study method with a qualitative approach, data collection techniques in the form of interviews, observation, and documentation. The data analysis technique used is the presentation of data and conclusions as well as triangulation of data sources. The results of this study indicate that; the formation of value added felt by consumers when utilizing buying and selling through live streaming. There are attractions that are presented such as facilitating buyers and customers to connect according to their interests and will be synchronized automatically, as well as the emergence of live products according to customer interests. As well as building customer trust which is driven by the flow of two-way interactions, as well as products that appear immediately