Efektivitas Strategi Promosi dalam Live Shopping terhadap Tingkat Penjualan di E-Commerce

Penulis

  • Wendy Souisa Politeknik Negeri Ambon
  • Mahmuddin Universitas Negeri Makassar
  • Fauzia Tutupoho Politeknik Negeri Ambon
  • Stevanus Johan Gomies Politeknik Negeri Ambon
  • Leonora Ferdinandus Politeknik Negeri Ambon

DOI:

https://doi.org/10.58812/jekws.v3i01.1918

Kata Kunci:

Belanja langsung, Strategi promosi, Keterlibatan konsumen, Kinerja penjualan, Perdagangan elektronik

Abstrak

Penelitian ini menguji efektivitas strategi promosi dalam live shopping terhadap tingkat penjualan di sektor e-commerce Indonesia. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 110 responden melalui kuesioner terstruktur yang menggunakan skala Likert (1-5). Data dianalisis dengan menggunakan Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). Temuan ini mengungkapkan bahwa strategi promosi, termasuk diskon dan hadiah terbatas waktu, secara signifikan meningkatkan keterlibatan konsumen. Selain itu, keterlibatan konsumen bertindak sebagai mediator, yang secara positif mempengaruhi niat pembelian dan kinerja penjualan. Studi ini menekankan peran strategis promosi interaktif dalam menumbuhkan loyalitas pelanggan dan meningkatkan penjualan di pasar e-commerce yang kompetitif. Wawasan diberikan untuk membantu bisnis merancang kampanye promosi yang efektif yang mendorong keterlibatan konsumen dan meningkatkan hasil keuangan.

Referensi

Abdul Hussien, F. T., Rahma, A. M. S., & Abdulwahab, H. B. (2021). An e-commerce recommendation system based on dynamic analysis of customer behavior. Sustainability, 13(19), 10786.

Aldilla, F. A. (2021). Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchase Intention melalui Customer Trust Pada Konsumen E-Commerce Shopee (Studi pada Pengguna E-commerce Shopee di Kota Tegal). Repositori Universitas Islam Sultan Agung Semarang.

Arora, S. (2019). Devising e-commerce and green e-commerce sustainability. Int. J. Eng. Dev. Res, 7, 206–210.

Bashir, S., Khan, A. S., & Khan, F. S. (2023). IMPACT OF ONLINE CONSUMER PROTECTION LAWS ON E-COMMERCE IN GLOBAL MARKET. Pakistan Journal of Social Research, 5(02), 93–99.

Budiman, T. (2022). Pengaruh e-logistics dan e-service quality terhadap kepuasan pelanggan e-commerce dagangan mall. Jurnal Inspirasi Bisnis Dan Manajemen, 6(2), 169–178.

Chandratreya, A. (2024). Blending Influence and E-Commerce: The Rise of Social Commerce Marketing. In Reshaping Marketing Science in Wholesaling and Retailing (pp. 19–70). IGI Global.

Chava, S., Oettl, A., Singh, M., & Zeng, L. (2023). Creative destruction? Impact of e-commerce on the retail sector. Management Science.

CS, D., Kaviya, R., & Sivakumar, N. (2024). Enhancing E-Commerce with Personalized Product Recommendations.

Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946–966.

Dharwadkar, V., Veena, R., Manohar, S., Jayanthi, M. G., & Kannadaguli, P. (2024). Smart Cart: Revolutionizing E-Commerce in India with AI-Powered Personalized Product Recommendations Overview. 2024 5th International Conference on Circuits, Control, Communication and Computing (I4C), 87–92.

Fadillah, T. H. (2023). E-Commerce: A New Media that Creates New Disasters.

Farida, A., Dimyati, K., Wardiono, K., & Budiono, A. (2024). The fading social trust capital due to cybercrime in e-commerce transactions in Indonesia: the perspective of the electronic information and transaction law. Edelweiss Applied Science and Technology, 8(5), 348–358.

Haikal, M. M., Luthfiansyah, A., Saputra, T., & Sanjaya, V. F. (2024). Memaksimalkan Potensi AI untuk Meningkatkan Pertumbuhan Penjualan E-commerce. Al-A’mal: Jurnal Manajemen Bisnis Syariah, 1(2), 184–191.

Hauliani, C. M. (2022). Faktor-Faktor Yang Menjadi Penyebab Timbulnya Wanprestasi Dalam Transaksi E-Commerce. Jurnal Privat Law, 10(2), 218–225.

Indriani, F., Yani, M., & Oetarjo, M. (2024). Dampak Strategi Promosi Digital, Kualitas Pelayanan dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Studi Pada Lesehan Citra. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(5), 3954–3971.

Kaur, U., & Siddhey, P. K. (2024). Sustainable Packaging: Examining Consumer Behavior towards Sustainable Packaging Options in the E-Commerce Sector. 2024 11th International Conference on Computing for Sustainable Global Development (INDIACom), 371–376.

Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society. Pearson.

Lay, W. B., Chia, J. J., & Gui, A. (2024). Transforming E-Commerce: AI Chatbots for Supercharged Customer Experiences. 2024 International Conference on Information Technology Research and Innovation (ICITRI), 299–304.

Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2017). Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers. Psychology & Marketing, 34(10), 972–986.

Rahevar, M., & Darji, C. A. S. (2024). THE ADOPTION OF AI-DRIVEN CHATBOTS INTO A RECOMMENDATION FOR E-COMMERCE SYSTEMS TO TARGETED CUSTOMER IN THE SELECTION OF PRODUCT.

Sautunnida, L. (2008). Jual Beli Melalui Internet (E-Commerce) Kajian Menurut Buku III KUH Perdata dan Undang-Undang Informasi dan Transaksi Elektronik. Fakultas Hukum Universitas Syiah Kuala.

Sood, S., & Kim, A. (2023). The Golden Age of the Big Data Audit: Agile Practices and Innovations for E-Commerce, Post-Quantum Cryptography, Psychosocial Hazards, Artificial Intelligence Algorithm Audits, and Deepfakes. International Journal of Innovation and Economic Development, 9(2), 7–23. https://doi.org/10.18775/ijied.1849-7551-7020.2015.92.2001

Sophia, N. H. (2023). The influence of e-commerce business developments and technology-based accounting information systems on the need for e-commerce audit services. Indonesia Accounting Research Journal, 10(4), 112–120.

Sriayudha, Y., Octavia, A., & Indrawijaya, S. (2020). Entrepreneurial Orientation and Market Orientation in Business Performance of SMEs: An Exploration of the Impact on E-Commerce Adoption. 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019), 158–163.

Syah, D. H., & El Karen, A. (2022). An Analysis of Determinants Of E-Commerce-Based Accounting Information Systems Adoption on the Performance of Millennial MSME in Medan City. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(2), 179–196.

Vanda, D., Firsty, E., & Dachyar, M. (2023). Analysis of Factors That Affect E-Commerce Technology Adoption for Msmes in Indonesia.

Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information, 12(8), 324.

Unduhan

Diterbitkan

2025-01-31

Cara Mengutip

Souisa, W., Mahmuddin, M., Tutupoho, F., Gomies, S. J., & Ferdinandus, L. (2025). Efektivitas Strategi Promosi dalam Live Shopping terhadap Tingkat Penjualan di E-Commerce. Jurnal Ekonomi Dan Kewirausahaan West Science, 3(01), 29–36. https://doi.org/10.58812/jekws.v3i01.1918

Terbitan

Vol 3 No 01 (2025): Jurnal Ekonomi dan Kewirausahaan West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2025 Wendy Souisa, Mahmuddin, Fauzia Tutupoho, Stevanus Johan Gomies, Leonora Ferdinandus

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.