Putri, Cindy Sutrisno (2024) Komunikasi persuasif untuk membangun brand image pada fitur Shopee live online shop Mom Uung. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Perkembangan teknologi digital membawa banyak perubahan termasuk cara kita berbelanja. Munculnya Online Shop memberikan kemudahan untuk berbelanja, salah satunya Online Shop Shopee, Online Shop Shopee terdapat fitur Live untuk memperkenalkan produk satu toko kepada para penonton, supaya tertarik untuk membeli. Pada penelitian ini membahas komunikasi persuasif untuk membangun brand image pada shopee live MOM UUNG. Observasi yang dilakukan peneliti ditemukan bahwa host live Shopee MOM UUNG membangun brand image dengan menggunakan komunikasi persuasif. Maka peneliti memiliki tujuan untuk komunikasi persuasif fitur live Shopee pada brand MOM UUNG untuk membangun brand image. Penelitian menggunakan metode komunikasi persuasif hovland, metode yang digunakan adalah kualitatif deskriptif yang menggunakan data wawancara dan observasi, serta referensi jurnal yang relevan. Hasil dari penelitian ini menemukan bahwa host live Shopee MOM UUNG menggunakan komunikasi persuasif dengan cara berinteraksi dengan para penonton dan peneliti menemukan unsur yang paling dominan pada saat live berlangsung menggunakan komunikasi hovland yaitu attention karena host berhasil menarik para penonton untuk menonton live Shopee berulang membuat brand image terbentuk di benak penonton dan menggunakan brand MOM UUNG dan tidak beralih ke brand lain untuk kebutuhan ibu menyusui. Penelitian diharapkan bisnis lain yang bergerak dalam media online untuk menggunakan komunikasi persuasif saat live di Shopee. / Live Shopee is a feature within the Shopee e-commerce platform that allows sellers to showcase their products to viewers. Many Shopee sellers utilize this feature to build their brand image. This study investigates how MOM UUNG, a Shopee seller, leverages Live Shopee to establish their brand image. Through observation, the researcher found that MOM UUNG's Live Shopee hosts effectively build brand image. Consequently, the study aims to examine the persuasive communication strategies employed in MOM UUNG's Live Shopee broadcasts to foster brand image. The study employs Hovland's persuasive communication theory and adopts a qualitative descriptive approach. Data collection methods include in-depth interviews with key informants and a review of relevant academic journals. The study reveals that MOM UUNG's Live Shopee hosts utilize persuasive communication techniques by engaging with viewers and addressing their questions. These strategies effectively enhance MOM UUNG's brand image. The study encourages online businesses to prioritize brand image development, as a strong brand image fosters consumer recognition and loyalty.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | komunikasi persuasif; brand image; online shop Shopee; fitur live Mom Uung. | ||||||||
| Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) |
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| Depositing User: | Cindy Sutrisno Putri | ||||||||
| Date Deposited: | 05 Jul 2024 05:54 | ||||||||
| Last Modified: | 05 Jul 2024 05:55 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/63784 |
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