Analisis Pengaruh Strategi Live Shopping di TikTok dan Shopee terhadap Volume Penjualan Produk Fashion
Abstract
Perkembangan fitur Live Shopping di platform e-commerce seperti TikTok dan Shopee telah mengubah pola konsumsi dan strategi pemasaran digital, khususnya dalam industri fashion. Studi ini bertujuan untuk menganalisis pengaruh strategi Live Shopping terhadap volume penjualan produk fashion, dengan menggunakan pendekatan kuantitatif berbasis survei terhadap konsumen yang aktif berbelanja melalui fitur ini. Data yang diperoleh dianalisis menggunakan uji regresi linier untuk mengukur hubungan antara strategi Live Shopping dan volume penjualan. Hasil penelitian menunjukkan bahwa meskipun fitur Live Shopping memberikan pengalaman interaktif dan promosi eksklusif yang menarik bagi konsumen, pengaruhnya terhadap volume penjualan tidak signifikan secara statistik (nilai t hitung = 1,453 < t tabel = 1,66216 dan Sig. = 0,150 > 0,05). Temuan ini mengindikasikan bahwa faktor lain, seperti kepercayaan terhadap penjual, kualitas produk, serta strategi pemasaran tambahan, mungkin lebih berperan dalam mendorong keputusan pembelian.
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