Alma Desmawati Riyadi, . (2025) PEMANFAATAN FITUR TIKTOK LIVE STREAMING PADA AKUN @GRACEANDGLOW.ID SEBAGAI MEDIA PROMOSI DIGITAL MARKETING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the utilization of the TikTok Live Streaming feature on the @graceandglow.id account as a medium for digital marketing promotion within the framework of social commerce. The background of this research is based on the rapid development of social media, particularly TikTok, which has transformed into a shopping platform rooted in community and social interaction. Grace and Glow, as a local beauty brand, leverages the live streaming feature to promote their body care products such as body wash, body serum, and shampoo. This study employs a descriptive qualitative method with a constructivist paradigm, focusing on the use of live streaming features and the meaning of social experiences between the brand, hosts, and audience during live sessions. Data were collected through observation, documentation, and in-depth interviews with key informants including brand leaders, live hosts, content specialists, and customer representatives. The results indicate that Grace and Glow's live streaming strategy reflects all elements of social commerce as proposed by Huang and Benyoucef (2013), namely individual (through account and host personalization), conversation (real-time interaction), community (collective identity such as the “elegance” greeting), and commerce (product bundling, flash sales, and flexible payment systems). These findings suggest that TikTok Live functions not only as a promotional channel but also as a social, interactive, and transactional shopping space.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810411050 ] [Pembimbing: Aan Setiadarma] [Penguji 1: Yani Hendrayani] [Penguji 2: Rizkiya Ayu Maulida] |
| Uncontrolled Keywords: | TikTok Live, social commerce, digital marketing, live streaming, Grace and Glow. |
| 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: | ALMA DESMAWATI RIYADI |
| Date Deposited: | 06 Aug 2025 07:01 |
| Last Modified: | 07 Aug 2025 06:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38441 |
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