ANALISIS DAMPAK FITUR LIVESTREAMING DALAM PERTUMBUHAN PLATFORM E-COMMERCE
Keywords:
E-Commerce, Live Streaming, Consumer Behavior, Platform Design, Brand CommunityAbstract
Fitur live streaming dalam e-commerce telah mengalami pertumbuhan yang signifikan dalam beberapa tahun terakhir, mengubah cara konsumen berinteraksi dengan produk dan merek. Live streaming e-commerce mengintegrasikan siaran video langsung dengan pengalaman berbelanja online, menciptakan interaksi yang lebih dinamis dan menarik antara penjual dan pembeli. Penelitian menunjukkan bahwa interaksi interpersonal yang terjadi selama sesi live streaming dapat meningkatkan niat beli konsumen, terutama ketika streamer berkomunikasi dengan penonton menggunakan pengalaman langsung dan spesifik. Hal ini menunjukkan bahwa elemen kehadiran sosial dalam live streaming berperan penting dalam membangun kepercayaan dan keterlibatan konsumen. Salah satu keuntungan utama dari live streaming e-commerce adalah kemampuannya untuk mengurangi ketidakpastian yang sering dialami konsumen saat berbelanja online. Dalam konteks ini, informasi yang disampaikan oleh streamer, baik melalui deskripsi produk maupun interaksi langsung dengan penonton, membantu konsumen dalam mengambil keputusan pembelian yang lebih baik. Penelitian oleh. menunjukkan bahwa kehadiran sosial yang kuat dalam live streaming dapat meningkatkan perilaku pembelian impulsif, yang dihasilkan dari pengalaman interaktif dan menyenangkan yang ditawarkan selama sesi tersebut. Dengan demikian, desain platform dan pengalaman pengguna yang baik sangat penting untuk menarik perhatian konsumen dan mendorong mereka untuk berpartisipasi dalam sesi belanja ini. Lebih jauh lagi, live streaming e-commerce tidak hanya berfungsi sebagai alat penjualan, tetapi juga sebagai sarana untuk membangun komunitas di sekitar merek. Penelitian menunjukkan bahwa keterlibatan konsumen dalam live streaming dapat mempengaruhi niat mereka untuk mengikuti komunitas merek di platform tersebut, yang menunjukkan potensi untuk membangun hubungan jangka panjang antara merek dan konsumen. Keterlibatan ini dapat meningkatkan loyalitas merek dan mendorong pembelian berulang, yang sangat penting untuk keberlanjutan bisnis dalam jangka panjang.
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