The Role of Shopee Live Discounts: Case Study of Online Seller of Kemaiu Shampoo in Driving Transactions

Novita Putri Dwiyanti, Novita (2024) The Role of Shopee Live Discounts: Case Study of Online Seller of Kemaiu Shampoo in Driving Transactions. The Role of Shopee Live Discounts: Case Study of Online Seller of Kemaiu Shampoo in Driving Transactions, 3 (1). pp. 329-336. ISSN 2962-6447

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Abstract

This research analyzes the role of discounts on the Shopee Live platform with a case study of online shampoo seller Kemaiu. Shopee Live, as an innovative feature of Shopee, allows direct interaction between sellers and potential consumers through live video broadcasts. Discounts are the main focus as a strategy to increase transactions. Using qualitative descriptive methods, this research involved interviews with Kemaiu owners and observations during live streaming on Shopee. The research results show that discounts, such as regular price cuts and vouchers, have a significant role in encouraging potential consumers' buying interest. Shopee Live has proven effective in increasing interactions and transactions. Even though competition is considered low, the existence of the TikTok Shop platform is considered a factor that can influence sales.

Item Type:	Article
Contributors:	Contribution Contributors NIDN/NIDK Email Author Virginia Mandasari, Virginia UNSPECIFIED virginia_mandasari.mnj@upnjatim.ac.id
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AI Indexes (General)
Divisions:	Faculty of Economic > Departement of Management
Depositing User:	Novita Putri Dwiyanti
Date Deposited:	10 Dec 2024 07:25
Last Modified:	10 Dec 2024 07:25
URI:	https://repository.upnjatim.ac.id/id/eprint/32352

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