<![CDATA[Abstract. This study describes the marketing communication strategy of the BNS.NEWGEN thrift store through the Shopee Live feature in increasing the number of viewers, covering planning, obstacles, and solutions. Live streaming has grown into a marketing communication medium on e-commerce platforms, particularly Shopee Live, enabling sellers to interact with audiences in real time. This research uses a qualitative approach with a descriptive method and a positivist paradigm. Data were collected through interviews with three informants, namely the store owner, the live host, and the store admin, observation of live streaming sessions, and documentation of Shopee Live dashboard data for the period of 14 April to 11 May 2025. Data were analyzed using the interactive model of Miles and Huberman and validated through triangulation. The results show that planning focuses on three aspects: staged promotional strategies supported by Shopee Live advertising, host credibility built through transparency about product conditions and familiarity with viewers, and broadcast scheduling every day except Monday in two sessions. Obstacles include unstable networks, power outages, accumulated comments, and national events that divide audience attention. Solutions include backup power and connections, selective comment management, and schedule adjustments. Abstrak. Penelitian ini mendeskripsikan strategi komunikasi pemasaran Toko Thrifting BNS.NEWGEN melalui fitur Shopee Live dalam meningkatkan jumlah viewers, yang mencakup perencanaan, kendala, dan solusi. Penelitian dilatarbelakangi oleh berkembangnya live streaming sebagai sarana komunikasi pemasaran pada platform e-commerce, khususnya Shopee Live, yang memungkinkan penjual berinteraksi secara real-time dengan audiens. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif dan paradigma positivisme. Data dikumpulkan melalui wawancara dengan tiga informan, yaitu pemilik toko, host live, dan admin toko, observasi terhadap sesi live streaming, serta studi dokumentasi data dashboard Shopee Live periode 14 April sampai 11 Mei 2025. Data dianalisis menggunakan model interaktif Miles dan Huberman dengan uji keabsahan melalui triangulasi. Hasil penelitian menunjukkan perencanaan diarahkan pada tiga aspek, yaitu strategi promosi bertahap yang didukung iklan Live Shopee, kredibilitas host yang dibangun melalui keterbukaan kondisi produk dan keakraban dengan penonton, serta pemilihan waktu siaran setiap hari kecuali Senin dalam dua sesi. Kendala meliputi gangguan jaringan, pemadaman listrik, penumpukan komentar, dan acara nasional yang memecah perhatian penonton. Solusi mencakup penyediaan daya dan koneksi cadangan, pengelolaan komentar secara selektif, serta penyesuaian jadwal siaran.]]>
