Penggunaan Fitur Live Streaming Facebook Sebagai Media Pemasaran Daring Utama Oleh Masyarakat Sulawesi Utara

Pangemanan, Elvira (2022) Penggunaan Fitur Live Streaming Facebook Sebagai Media Pemasaran Daring Utama Oleh Masyarakat Sulawesi Utara. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring perkembangan zaman, teknologi mulai menjadi salah satu faktor pemenuhan kebutuhan manusia. Perkembangan teknologi menghasilkan platform digital seperti media sosial, e-commerce, dan aplikasi penunjang lainnya. Platform digital yang paling diminati adalah media sosial Facebook yang sudah dilengkapi dengan fitur-fitur menarik seperti live streaming. Fitur ini kemudian dimanfaatkan sebagai media pemasaran daring oleh para pelaku bisnis di Sulawesi Utara walaupun ada platform digital lain seperti e-commerce yang dikhususkan sebagai media pemasaran daring. Penelitian ini bersifat deskriptif kualitatif dengan menggunakan metode pengumpulan data berupa wawancara, observasi, dan studi pustaka. Analisis data dilakukan dengan cara membuat transkrip atas hasil wawancara dan dari transkrip tersebut dilakukan coding atau pengelompokkan berdasarkan kategori. Hasil penelitian ini membuktikan bahwa alasan penggunaan fitur live streaming Facebook dibandingkan platform digital atau media sosial lainnya adalah karena banyaknya keuntungan yang didapatkan dalam berjualan melalui live streaming Facebook. Keuntungan tersebut yaitu produk lebih cepat laku, modal yang dikeluarkan lebih sedikit, banyak peminat, waktu lebih efektif dan fleksibel, lebih terpercaya, fitur yang menunjang, serta terdapat komunitas penjualan online yang diikuti oleh banyak orang. / Move with the times, technology has become a factor to fulfilling human needs. Technological developments produce digital platforms such as social media, e-commerce, and other supporting applications. The most popular digital platform is social media especially Facebook, which is equipped with interesting features such as live streaming. Then this feature is used as an online marketing media by business people in North Sulawesi, although there are other digital platforms such as e-commerce that are devoted to online marketing media. This is a descriptive qualitative research, using data collection methods in the form of interviews, observation, and literature study. Data analysis was carried out by making a transcript from the results of interviews and from the transcript, groupings are made by category or called coding. The results of this study, prove that the reason for using Facebook's live streaming feature compared to other digital or social media platforms is that there are many sales advantages through Facebook's live streaming. The advantage is fast selling product, less capital spent, many enthusiasts, more effective and flexible time, more reliable, supporting features and there is an online sales community followed by many people.

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