ANNAS SUDADI, MUHAMMAD (2024) PELUANG DAN TANTANGAN LIVE STREAMING SEBAGAI SARANA PEMASARAN PASCA DITUTUPNYA FITUR TIKTOK SHOP (STUDI KASUS PEMASARAN SECARA LIVE STREAMING PADA WOMENWEAR). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The closure of TikTok Shop on October 4, 2023, had a negative impact on sellers who relied on it as a marketing strategy, including Womenwear, a fashion business that used TikTok Shop and live streaming to enhance audience interaction. This study aims to examine Womenwear's strategy in maintaining the use of live streaming as a marketing tool after the closure of TikTok Shop. The research approach used is a descriptive qualitative approach with a case study method. This study applies George E. Belch and Michael A. Belch’s Promotional Mix Model. Data collection techniques include interviews with four informants, observation, literature review, and documentation. The study's findings reveal that Womenwear’s opportunity in maintaining live streaming as a marketing tool lies in shifting to other live streaming platforms that can be optimized, such as through exclusive promotions to attract audiences. The challenges faced by Womenwear include price differences due to platform changes, decreased traffic, and a lack of understanding of TikTok regulations, hindering the effective use of TikTok and TikTok Shop after reopening. The study concludes that Womenwear's strategy in maintaining live streaming as a marketing tool was executed optimally during the TikTok Shop closure period. However, when TikTok Shop reopened, Womenwear was unable to fully capitalize on the opportunities due to limited knowledge of TikTok and TikTok Shop regulations. This aspect needs to be addressed to better optimize the use of TikTok Shop.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penutupan TikTok Shop pada 4 Oktober 2023 berdampak negatif pada penjual yang mengandalkannya sebagai strategi pemasaran, termasuk Womenwear, bisnis fashion yang menggunakan TikTok Shop dan live streaming untuk meningkatkan interaksi dengan audiens. Penelitian ini bertujuan mengkaji strategi Womenwear dalam mempertahankan penggunaan live streaming sebagai sarana pemasaran pasca penutupan TikTok Shop tersebut. Pendekatan penelitian yang digunakan yaitu pendekatan kualitatif deskriptif dengan metode studi kasus. Penelitian ini menggunakan Model Promotional Mix George E. Belch dan Michael A. Belch. Penelitian ini menggunakan teknik pengumpulan data wawancara dengan empat informan, observasi, studi literatur, dan dokumentasi. Hasil penelitian mengungkap bahwa peluang bagi Womenwear dalam mempertahankan live streaming sebagai sarana pemasaran terletak pada peralihan ke platform live streaming lain yang dapat dioptimalkan, misalnya melalui promosi eksklusif untuk menarik audiens. Tantangan yang dihadapi Womenwear meliputi perbedaan harga akibat perubahan platform, penurunan traffic, dan kurangnya pemahaman terhadap regulasi TikTok, yang menghambat penggunaan TikTok dan TikTok Shop setelah dibuka kembali. Simpulan penelitian ini menunjukkan bahwa strategi Womenwear dalam mempertahankan live streaming sebagai sarana pemasaran telah dijalankan secara optimal selama periode penutupan TikTok Shop. Namun, saat TikTok Shop dibuka kembali, Womenwear belum mampu memanfaatkan peluang tersebut secara maksimal karena kurangnya pemahaman terhadap regulasi TikTok dan TikTok Shop. Hal ini perlu diperhatikan agar penggunaan TikTok Shop dapat dioptimalkan lebih baik. | |||||||||
| Uncontrolled Keywords: | Live streaming, The closure of TikTok Shop, Promotional Mix, Marketing Strategy. Live streaming, Penutupan TikTok Shop, Promotional Mix, Strategi Pemasaran | |||||||||
| 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: | Unnamed user with email 6662200060@untirta.ac.id | |||||||||
| Date Deposited: | 10 Mar 2025 02:52 | |||||||||
| Last Modified: | 10 Mar 2025 02:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47651 |
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