FAZRY ANDREANSYAH, MOHAMAD (2024) STRATEGI HARD SELLING SABA FOOTWEAR MELALUI SHOPEE LIVE STREAMING. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is motivated by the rapid advancements in information technology and communication worldwide, which have encouraged people to shop online. Shopee, an electronic trading platform, allows sellers to sell their products to buyers across various Southeast Asian countries through mobile applications or business websites. Shopee live streaming, with its direct broadcasting feature, significantly assists sellers in promoting their products to the audience. To operate their businesses effectively, sellers need appropriate strategies. This study aims to explore the Hard selling Strategy employed by Saba Footwear through Shopee live streaming. The research adopts the AIDA model (Cangara & Effendy) and follows a qualitative descriptive approach, collecting data through observation, in-depth interviews, and documentary studies. The study reveals that Saba Footwear’s hard selling strategy during Shopee live streaming involves four stages: Attention, hosts provide detailed product explanations and actively engage with viewers’ questions to capture their attention. Interest, Saba Footwear informs viewers about bonuses available during live streaming to strengthen their interest in the products. Desire, Saba Footwear offers exclusive articles not yet exposed in the product catalog to create desire among viewers. Action, After the live streaming, Saba Footwear follows up by sending messages to Shopee accounts of viewers who have shown interest by adding products to their shopping carts.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilatarbelakangi dengan kemajuan yang sangat pesat di bidang teknologi informasi dan komunikasi di seluruh dunia mendorong masyarakat di seluruh dunia untuk berbelanja secara online. Shopee yang merupakan platform perdagangan elektronik yang memungkinkan penjual untuk menjual barang mereka kepada pembeli di berbagai negara di Asia Tenggara melalui aplikasi seluler atau situs web bisnis, dengan fitur siaran langsung yang sangat membantu para penjual karena memungkinkan mereka untuk mempromosikan produk mereka secara hard selling kepada penonton. Untuk dapat mengoperasikan bisnis mereka maka diperlukannya strategi yang tepat. Penelitian ini bertujuan untuk mengetahui tentang bagaimana Strategi Hard selling Saba Footwear Melalui Shopee live streaming. Penelitian ini menggunakan Model AIDA (Cangara & Effendy). Penelitian ini bersifat Kualitatif Deskriptif, dengan menggunakan teknik pengumpulan data melalui observasi, wawanacara mendalam dan studi dokumentasi. Hasil dalam penelitian ini, strategi hard selling yang dilakukan oleh Saba Foootwear melalui shopee live streaming yaitu: Perhatian, seorang host memberikan penjelasan produk dengan detail, serta dituntut aktif dan interaktif menanggapi pertanyaan yang diajukan oleh penonton. Minat, Saba Footwear memberitahu bahwa adanya bonus-bonus yang didapatkan ketika live streaming berlangsung. Keinginan, Saba Footwear juga memberikan tawaran artikel spesial khusus yang belum diekspose diatalase untuk penonton live streamingnya. Aksi, melakukan follow updengan memberikan pesan ke akun shopee penonton yang terindikasi hanya memasukkan produk kedalam keranjang. | |||||||||
| Uncontrolled Keywords: | Live streaming, Hard selling , Saba Footwear Live streaming, Hard selling , Saba Footwear. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mohamad Fazry Andreansyah | |||||||||
| Date Deposited: | 03 Jul 2024 11:50 | |||||||||
| Last Modified: | 03 Jul 2024 11:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37345 |
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