LIVE STREAMING STRATEGY ON SHOPEE, TIKTOK SHOP, AND INSTAGRAM : ANALYSIS FOR KEEN.IDD ENGAGEMENT TO INCREASE SALES

• Main Author: Pusti Hermawan, Luthfie
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80080
• Institution: Institut Teknologi Bandung

Online shopping gained popularity after the COVID-19, pandemic as people shifted their shopping habits. Almost all sectors have shifted to focus on online sales, along with many new businesses leveraging the available applications and trends. Live streaming has become popular as it allows real-time interaction between customers and sellers, making it an attractive channel for customers. Almost every commerce platform now has a live streaming feature. Keen.idd’s is a fashion brand that sells daily wear online. It utilises the live-streaming feature to market its product online. In this study, a mixed methodology approach was used to develop the solution, incorporating both qualitative and quantitative data. For the quantitative data, the author conducted a three-month observation on three different platforms: Shopee, Instagram, and TikTok shop. Observation is focused on processing the most crucial aspects of live streaming. The results of this observation are visualised to facilitate the identification of the most popular aspects. The author then employs A/B testing analysis to determine which aspects are truly favoured by viewers in live streaming on s-commerce and e-commerce platforms. In this study, the author analysed the internal and external aspects of the brand keen.idd's using qualitative methods. The Plan-Do-Check-Action tool was employed to maximise the research results. The outcome of this mixed-methods research is a live streaming planner that is supported by data processing from previous live streams.