COMMUNICATION STRATEGIES ON TIK TOK LIVE SHOPPING TO INCREASE SALES (Case Study at Totoyo Store Blitar)
Keywords:
Communication Strategy, Live Shopping, Sales, Qualitative DescriptiveAbstract
The growing trend of live shopping on social media opens up new opportunities for businesses to develop more interactive and persuasive marketing communications. However, there is limited research that fully explains how communication strategies in live shopping can contribute to increased sales, especially in the context of micro-enterprises such as Totoyo Store Blitar. This study aims to determine the communication strategies used in live shopping sessions to increase sales at Totoyo Store, a baby supplies and underwear store that combines offline and online sales systems. This study used a qualitative descriptive method with data collection techniques through in-depth interviews, observation, and documentation. Informants consisted of the store owner, an employee who served as a live host, and several consumers who participated in the live shopping sessions. Analysis was conducted thematically to identify patterns of communication strategies implemented. The results show that effective communication strategies are demonstrated through the selection of engaging communicators, the use of persuasive language, the determination of appropriate broadcast timing, and real-time interaction with the audience. Supporting factors for the strategy include broadcast consistency and competitive price promotions, while obstacles come from technical glitches, limited human resources, and competition on the same platform. These findings confirm that implementing a planned communication strategy in live shopping can significantly increase engagement and sales
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