KREDIBILITAS HOST LIVE DALAM MEMASARKAN PRODUK MELALUI PLATFORM SHOPEE @TUKANGKOMENJAJANAN

Hany Alia Rosyida, NIM.: 21107030102 (2025) KREDIBILITAS HOST LIVE DALAM MEMASARKAN PRODUK MELALUI PLATFORM SHOPEE @TUKANGKOMENJAJANAN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Shopee has various advanced features in it, one of which is shopee live. The use of the live streaming feature on the shopee application is inseparable from the main role of the live host. A credible and professional live host is needed in marketing a product to attract consumer attention in order to create profits from product sales. The credibility of the live host on the shopee platform is a consideration for young people in marketing. In this study, the author is interested in knowing the credibility of the live host in marketing products through the shopee online shopping platform on the Tukang Komen Jajanan account using the AISAS (attention, interest, search, action, share). This study uses the theoretical foundation of marketing communication, e-commerce, and credibility theory. Using a qualitative descriptive research type with the data collection method used is in-depth interviews by digging data to the live host, acount owner, consumer, and expert lecturer. The result of this study indicate that the live host of Tukang Komen Jajanan is considered to have credibility that can supportincreased product sales. The host’s strategy in supporting increased product sales is by trying to build trust with consumers by demonstrating their expertise ans showing their appeal. This can influence consumer purchasing decisions for a product being sold. The credibility of the live host of the Tukang Komen Jajanan account is characterized by several characteristics, such as being friendly, assertive, straightforward, interactive, having an enjoyable demeanor, being energetic, connecting with the audience, and of course having effective and efficient (smooth) communication. These characteristics are in accordance with the statements of expert lecturers regarding the credibility of a host to support increased product sales.

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