Efektivitas Penjualan Direct Marketing Pada Live Streaming Dalam Upaya Meningkatan Penjualan (Studi Kasus Online Shop Brand Unikleen)

Abstract

This study aims to analyze the effectiveness of direct marketing strategies through live streaming in increasing sales of Unikleen products, a small and medium-sized enterprise (SME) engaged in household cleaning products in Bandung. Live streaming serves as an interactive marketing medium, allowing companies to communicate directly with consumers, demonstrate products in real-time, and offer exclusive promotions. This research employs a descriptive qualitative method using interviews, observations, and documentation. The informants consist of the operations manager, marketing manager, live streaming host, and Unikleen consumers. The results indicate that live streaming helps build two-way interactions and educate consumers, contributing to purchase interest, although its impact on increasing sales has not been consistent across all live sessions. This strategy also faces challenges, including technical readiness and host skills. The study implies the need for SMEs to strengthen their digital marketing strategies by utilizing live streaming as an effective promotional and educational tool. This research is limited by its qualitative approach and single case study, suggesting that future studies should employ quantitative methods or comparative studies to measure the statistical impact of live streaming on similar sectors.

Keywords

Direct Marketing; Live Streaming; Digital Marketing Strategy; SME; Unikleen