Strategi Live Streaming Produk Fashion Ilikethishop pada Platform E-Commerce Shopee

Abstract

Perkembangan e-commerce mendorong pelaku bisnis untuk memanfaatkan live streaming sebagai strategi komunikasi pemasaran yang mampu menciptakan interaksi langsung dengan konsumen. Ilikethishop merupakan brand fashion lokal yang aktif menggunakan fitur Shopee Live sebagai sarana promosi dan penjualan produk. Namun, performa live streaming Ilikethishop sebelumnya didukung iklan berbayar dan menimbulkan tantangan dalam menjaga kestabilan engagement dan penjualan secara organik. Penelitian ini bertujuan untuk menganalisis strategi live streaming Ilikethishop di platform e-commerce Shopee serta mengkaji bentuk interaksi dan teknik persuasif yang digunakan host. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode wawancara mendalam, observasi partisipan, dokumentasi, serta materi digital dan audiovisual. Informan penelitian terdiri atas owner, general manager, marketplace specialist, dan host live streaming Ilikethishop. Analisis data dilakukan melalui tahapan kondensasi data, penyajian data, dan penarikan kesimpulan. Teori IMC dan teori AIDA digunakan dalam analisis. Hasil penelitian menunjukkan bahwa host berperan penting dalam membangun komunikasi dua arah melalui penyampaian informasi produk secara detail dan interaksi yang responsif, serta pemanfaatan promosi untuk meningkatkan minat beli konsumen. Selain itu, teknik persuasif yang diterapkan efektif dalam menarik perhatian audiens, membangun ketertarikan terhadap produk, menciptakan keinginan membeli, hingga mendorong tindakan pembelian. Strategi tersebut membantu engagement penonton dan mendukung penjualan yang lebih stabil tanpa ketergantungan pada iklan berbayar.

The growth of e-commerce has encouraged businesses to utilize live streaming as a marketing communication strategy that enables direct interaction with consumers. Ilikethishop is a local fashion brand that actively uses the Shopee Live feature as a platform for product promotion and sales. However, the performance of Ilikethishop's live streaming activities was previously supported by paid advertising, creating challenges in maintaining stable engagement and sales organically. This study aims to analyze the live streaming strategy implemented by Ilikethishop on the Shopee e-commerce platform and to examine the interaction patterns and persuasive techniques used by live hosts. This study employed a descriptive qualitative approach using in-depth interviews, participant observation, documentation, and digital and audiovisual materials as data collection methods. The research informants consisted of the owner, general manager, marketplace specialists, and live streaming hosts of Ilikethishop. Data analysis was conducted through the stages of data condensation, data display, and conclusion drawing. The Integrated Marketing Communication (IMC) and Attention, Interest, Desire, and Action (AIDA) frameworks were used to analyze the findings. The results indicate that hosts play a significant role in establishing two-way communication through detailed product explanations, responsive interactions, and the use of promotional offers to increase consumers' purchase intentions. Furthermore, the persuasive techniques applied during live streaming were effective in attracting audience attention, generating interest in products, creating purchase desire, and encouraging purchasing actions. These strategies contributed to increasing viewer engagement and supporting more stable sales performance without reliance on paid advertising.