KOMUNIKASI PEMASARAN DIGITAL PADA KONTEN DAILY LIVE STREAMING DI MEDIA SOSIAL TIKTOK @NIVEA_ID

Muhammad Fauzan Rizqi Wibowo, . (2024) KOMUNIKASI PEMASARAN DIGITAL PADA KONTEN DAILY LIVE STREAMING DI MEDIA SOSIAL TIKTOK @NIVEA_ID. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research focuses on digital marketing communication through daily live streaming content on @nivea_id's TikTok account. The main advantage of live streaming itself lies in its ability to deliver content live, provide real-time experience to the audience, and strengthen engagement with visitors through real interaction. The purpose of this research is to explore how Nivea uses live streaming strategy as a digital marketing communication tool. The research method used is qualitative research with content analysis according to Kuckartz & Rädiker. The object of this research is the daily live streaming content of @nivea_id, with a focus on analyzing the meaning in writing and communicative content. The results show that Nivea Indonesia's live streaming strategy consistently provides Nivea with success in attracting audience attention and converting interest into real purchases. Data on traffic engagement, such as views, likes, comments, and new followers, reflect a high level of engagement. Significant GMV achievement, high number of items sold, and satisfactory product click rates show that direct mail is an effective sales driver. This strategy utilizes direct interaction to explain products and announce attractive promos. In addition to the sales aspect, the data shows positive trends in audience participation, interaction, and response to product information. Live streaming also serves as an effective consumer education tool. Overall, live broadcasting proved to be a highly effective marketing tool, increasing sales, consumer loyalty, and expanding market reach.

Item Type:	Thesis (Skripsi)
Additional Information:	[No Panggil: 2010411057] [Dosen Pembimbing: Firdaus Noor] [Dosen Penguji 1: Witanti Prihatiningsih] [Dosen Penguji 2: Windhi Tia Saputra]
Uncontrolled Keywords:	Marketing Communication, Digital Marketing Communication, Live streaming, Social Media, TikTok
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	MUHAMMAD FAUZAN RIZQI WIBOWO
Date Deposited:	13 Feb 2025 10:14
Last Modified:	13 Feb 2025 10:14
URI:	http://repository.upnvj.ac.id/id/eprint/34148

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