Alamsyah, Yogie Syaifuddin (2024) Strategi Komunikasi Persuasif Dalam Pemasaran Digital Shoppertainment (Analisis Isi Kualitatif Pada Shopee Live Eiger Adventure Official Shop). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The COVID-19 pandemic phenomenon that occurred in 2019 indirectly transformed societal behavior into a predominantly digital one, particularly in shopping habits. Many people started shifting to online platforms to fulfill their needs, including through e-commerce. This shift led to remarkable growth in the e�commerce industry. For instance, Shopee, a highly popular e-commerce platform in Indonesia, continuously enhances its features to attract and engage users, notably through adopting the concept of "shoppertainment." Shoppertainment represents a novel innovation in shopping, integrating various interactions such as live streaming and other forms of entertainment.Shopee, through its Shopee Live feature, has created a more interactive shopping experience for consumers, allowing direct interaction with sellers and real-time product information. By leveraging Shopee Live, Eiger achieved a record-breaking 16-fold increase in sales during the peak of the Shopee 8.8 Grand Beauty & Fashion Festival campaign. This research aims to investigate the persuasive communication strategies and techniques employed by the Eiger Adventure Official Shop account during Shopee Live sessions. The study utilizes a qualitative approach and content analysis method, drawing from DeFleur and Ball-Rokeach's theory of persuasive communication strategies and Howell's theory of persuasive communication techniques.The findings indicate that during live streaming shopping activities via Shopee Live, the Eiger Adventure Official Shop account utilizes psychodynamic persuasive communication strategies and the meaning construction approach. In terms of persuasive communication techniques, Eiger employs five techniques: putting it up to you technique, transfer technique, say it with flowers technique, don’t ask if, ask which technique, and reassurance technique.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Yogie Syaifuddin Alamsyah | ||||||||
| Date Deposited: | 16 Jul 2024 06:34 | ||||||||
| Last Modified: | 16 Jul 2024 06:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26157 |
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