CALL TO ACTION UNTUK PEMBELIAN MELALUI LIVE STREAMING TIKTOK (STUDI DESKRIPTIF PADA LIVE STREAMER AKUN TIKTOK @Andinskin)

Eliza Triana Asmara, NIM.: 19107030022 (2023) CALL TO ACTION UNTUK PEMBELIAN MELALUI LIVE STREAMING TIKTOK (STUDI DESKRIPTIF PADA LIVE STREAMER AKUN TIKTOK @Andinskin). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Online shopping is a new lifestyle for people. Therefore, business people use this opportunity resulting in the emergence of many competitors. TikTok, as one of the social media platforms for social commerce, offers a live streaming feature becoming a purchasing platform for consumers. A live streamer has an essential role in this feature. Using Call To Action (CTA) to create more interactive interactions can attract audience. This study aims to increase public understanding of the use of Call To Action (CTA) in attracting purchases through live streaming, especially as used by Andinskin. The researcher chose to use a qualitative descriptive research method using data collection in the form of observation and interviews, as well as secondary data in the form of documentation so that the researcher can disclose the research findings and results in detail and depth. By applying the theory of the 7 Elements of Call To Action (CTA) and Purchase factors through live streaming, the results of this study it was found that of the seven Call To Action (CTA) elements used, there was one element that was most crucial to use, namely the Call To Action which stated urgency or scarcity. In this regard, urgency and scarcity support consumer purchase intentions based on the 7 purchase factors via live streaming on TikTok. so that the application of the Call To Action (CTA) becomes an attraction for purchases, amidst intense competition.

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