Citation:

Luthfie Pusti Hermawan, Dina Dellyana. "Comparison Analysis of the Live Streaming Strategy on Shopee, Tiktokshop and Instagram in Keen.Idd’s Brand" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 683-691, 2023.

Abstract:

The Live Streaming feature is a feature that allows buyers to directly communicate with sellers in real-time. Currently, many platforms, some of which are Instagram, Shopee, and TikTok, have used the live streaming feature. Although each platform has a live streaming feature, there are many differences between each platform both in terms of features and in terms of customer convenience. Currently, almost all online business owners do live streaming, but not all business owners are able to attract customers to be in the live stream or until a purchase occurs. The focus of this research is on comparing live streaming on three different platforms and creating different marketing strategies on the Shopee, Instagram and Tiktokshop platforms. This research will discuss how to increase sales using the strategy of processing previous live streaming data using tableau, and then the author will conduct testing with the a/b testing method to find out which techniques are most influential on each platform. Next, the author conducts qualitative data processing using Plan-Do-Check-Act to find out the needs of keen. idd’s brand when live streaming from three different platforms. The author uses a mixed methodology in this research to strengthen the observations that the author has made and strengthen the research that the author conducted. The final result of this research is to create a live-streaming strategy to increase sales from the results of previously owned data.

References:

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Keywords:

A/B Testing, Comparison Live Streaming, Live Streaming Strategy, Plan-Do-Check-Act.