DIGITAL MARKETING COMMUNICATION PROCESS IN LIVE SHOPPING ON TIKTOK

Abstract

The rise of online transactions, especially online shopping, has given rise to a new phenomenon or trend, namely live shopping. Live shopping is a seller activity that broadcasts shopping live and real-time with a particular duration of time. Sellers and buyers can interact directly during the broadcast. This study aims to determine the process of digital marketing communication in the live shopping industry on TikTok. The approach used in this study is a qualitative approach using the case study research method. The techniques used to collect data in this study were interviews and observations. The results of this study are known that live shopping activities through TikTok social media started from live streaming activities in general, which were then used as a medium to promote a product. Live shopping activities on TikTok provide new things in the live shopping industry. Prospective buyers can make transactions directly without having to leave the live shopping activity, live shopping also offers more interactive and fun shopping activities. Live shopping activities can be said to be a form of marketing communication because of the five types of promotions (advertising, public relations, personal selling, direct marketing, sales promotion) in marketing communications can be used in live shopping activities. After the researcher observed the process of live shopping activities on TikTok and carried out the data processing process, it can be concluded that the model of live shopping activities includes three main steps: promotion, interaction, and transactions.