GUNANDA, QOIS OKA (2025) PEMANFAATAN FITUR SHOPEE LIVE DALAM PROMOSI AFFILIATOR PADA AKUN SHOPEE BANI ACHMAD. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Digital transformation has driven business actors and affiliates to utilize interactive promotional media, one of which is the Shopee Live feature, to expand reach and enhance promotion in e-commerce. This study aims to analyze the utilization of Shopee Live by affiliates on the Bani Achmad Shopee account in implementing the promotion mix, which consists of advertising, personal selling, sales promotion, public relations, and direct marketing. The research employs a qualitative descriptive approach, with data collected through interviews, direct observation, and documentation. The results indicate that Bani Achmad applies the five main elements of the promotion mix in Shopee Live: (1) advertising through creative visual and verbal product presentations; (2) sales promotion by offering vouchers, discounts, and interactive features such as the orange cart; (3) personal selling through direct interaction and prompt responses to audience inquiries; and (4) direct marketing via product links and real-time purchase calls-to-action. These strategies are supported by structured operational management, the selection of competent hosts, and adaptation to platform algorithm dynamics. This study affirms that the utilization of Shopee Live integrating promotion mix elements can foster customer loyalty and drive massive sales.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Transformasi digital telah mendorong pelaku usaha dan affiliator memanfaatkan media promosi interaktif, salah satunya fitur Shopee Live, untuk memperluas jangkauan dan promosi di e-commerce. Penelitian ini bertujuan menganalisis pemanfaatan fitur Shopee Live oleh affiliator pada akun Shopee Bani Achmad dalam penerapan bauran promosi (promotion mix) yaitu iklan (advertising), penjualan personal (personal selling), promosi penjualan (sales promotion), hubungan masyarakat (public relations), dan pemasaran langsung (direct marketing). Pendekatan penelitian yang digunakan adalah kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara, observasi langsung, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Bani Achmad menerapkan lima unsur utama promotion mix dalam Shopee Live: (1) iklan dilakukan melalui penyajian visual dan verbal produk secara kreatif; (2) promosi penjualan memanfaatkan voucher, diskon, dan fitur interaktif seperti keranjang oren; (3) penjualan personal dilakukan melalui interaksi langsung dan respons cepat terhadap pertanyaan audiens; serta (4) pemasaran langsung dilakukan melalui tautan produk dan ajakan pembelian secara real-time. Strategi ini didukung oleh pengelolaan operasional yang terstruktur, pemilihan host berkompeten, dan adaptasi terhadap dinamika algoritma platform. Penelitian ini menegaskan bahwa pemanfaatan Shopee Live yang mengintegrasikan unsur promotion mix dapat membangun loyalitas, dan mendorong penjualan secara masif. | ||||||
| Uncontrolled Keywords: | Shopee Live, Affiliator, Affiliate, Diffusion of Innovation, E-commerce. Shopee Live, Affiliator, Affiliate, Promotion Mix, E-commerce. | ||||||
| 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: | Mr Qois Gunanda | ||||||
| Date Deposited: | 15 Aug 2025 07:20 | ||||||
| Last Modified: | 15 Aug 2025 07:20 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53998 |
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