ProBisnis : Jurnal Manajemen
Vol. 14 No. 4 (2023): August: Management Science

Interactive Live Streaming: Analysis of Online Marketing Communication in Online Shopping

Ainil Mardiah (Universitas Adzkia)
Susi Evanita (Universitas Negeri Padang)
Larisya Syawalki (Universitas Negeri Padang)

Article Info

Publish Date
18 Aug 2023

Abstract

The purpose of this study is to determine and analyze how consumers perceive the added value when shopping through interactive live streaming, their interest in sales conducted via interactive live streaming, and their confidence in online stores that carry out interactive live sales promotions. Data collection techniques include interviews, observation, data sources (informants), and documentation. The data analysis technique used involves presenting data and drawing conclusions. In summary, this research provides valuable insights into the multifaceted effects of interactive live streaming within the context of online shopping. The findings underscore the importance of added value, consumer interactions, and seller trust in shaping consumers' online shopping experiences. These insights carry significant implications for businesses seeking to optimize their online presence and customer engagement strategies.

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Journal Info
ProBisnis : Jurnal Manajemen
Website

Abbrev

ProBisnis

Publisher

Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

ProBisnis: The Management Journal was previously published in print, then in 2020 it was changed to online. This journal has ISSN: 2086-7654( Print) and ISSN: 2808-7240(Online). The scope of this journal is Economics, Management, Marketing, Strategic Management, Entrepreneurship, Leadership ...