Pengaruh Live Streaming terhadap Penjualan Produk Kecantikan pada Platform Shopee Slinky Official Store
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Abstract
Live streaming menjadi strategi pemasaran digital yang semakin populer di platform e-commerce seperti Shopee. Melalui fitur ini, brand dapat berinteraksi langsung dengan konsumen serta memperkenalkan produk secara real-time. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming terhadap penjualan produk kecantikan (body care dan skincare) pada Shopee Slinky Official Store. Variabel independen dalam penelitian ini adalah jumlah penonton aktif, jumlah suka (likes), dan komentar dalam sesi live streaming. Metode analisis yang digunakan adalah regresi linier berganda dengan data dari 41 sesi live streaming. Hasil menunjukkan bahwa secara simultan, live streaming berpengaruh signifikan terhadap penjualan. Namun secara parsial, hanya variabel komentar yang berpengaruh signifikan terhadap penjualan, sedangkan penonton aktif dan suka (likes) tidak berpengaruh signifikan.
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