Analisis Fitur Live Streaming Untuk Meningkatkan Keputusan Impulse Buying Mengacu Kepada Metode AIDA (Studi Pada Brand Platini)
DOI:
https://doi.org/10.53866/jimi.v5i5.1007Keywords:
AIDA, Live Streaming, Pembelian ImpulsifAbstract
Penelitian ini berjudul "Analisis Fitur Live Streaming untuk Meningkatkan Keputusan Impulse Buying Mengacu kepada Metode AIDA (Studi pada Brand Platini)" bertujuan untuk menganalisis peran fitur live streaming terhadap keputusan pembelian impulsif dengan metode AIDA pada Brand Platini di PT Citra Agung Busana. Metode yang digunakan adalah pendekatan kualitatif, dengan objek penelitian penerapan AIDA dalam live streaming di marketplace Shopee. Data dikumpulkan melalui wawancara mendalam dengan 5 informan dan focus group discussion daring dengan 7 peserta yang terlibat dalam proses live streaming. Hasil penelitian menunjukkan bahwa penerapan metode AIDA yang tidak terstruktur pada awalnya menghasilkan interaksi terbatas dan promosi yang kurang optimal, sehingga dampak terhadap pembelian impulsif juga rendah. Setelah menerapkan metode AIDA yang lebih terencana, terjadi peningkatan impuls buying sebesar 0,2%, dengan kenaikan jumlah pesanan hingga 607%. Live streaming yang lebih terstruktur terbukti efektif mendorong pembelian impulsif melalui call to action yang jelas dan mudah diakses. Jangkauan live streaming ini mencakup kota-kota besar di Indonesia melalui Shopee. Secara keseluruhan, penelitian ini menunjukkan bahwa strategi live streaming yang dirancang dengan baik dapat meningkatkan keputusan pembelian impulsif, meningkatkan penjualan, dan memberi dampak positif terhadap brand Platini di pasar online.
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