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All Journal Jurnal Indonesia Sosial Teknologi
Natalia Sari Pujiastuti
Universitas Semarang, Indonesia
Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Persuasive Communication Content Analysis To Create Impulse Buying During Live Shopee: Local Business Perspectives Natalia Sari Pujiastuti; Sinta Pramucitra; Tika Ristia Djaya
Jurnal Indonesia Sosial Teknologi Vol. 4 No. 10 (2023): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v4i10.875

Abstract

This research aims to analyse the persuasive communication content utilised by local entrepreneurs to generate impulse buying during Shopee Live sessions. Involving the perspective of local business operators, the study will identify the most effective persuasive communication strategies in prompting consumers to make impulsive purchases, particularly within e-commerce platforms like Shopee. By comprehending the dynamics of persuasive communication, this research can offer valuable insights to local entrepreneurs in enhancing the allure and effectiveness of their sales campaigns during Shopee Live sessions, thereby maximising sales potential and sustaining their businesses.
Co-Authors Sinta Pramucitra Tika Ristia Djaya