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All Journal Jurnal Bisnis Digital
Salsakinah Salsakinah
Universitas Ibn Khaldun Bogor
Computer Science & IT Economics, Econometrics & Finance Education

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When Real-Time Sales and Live Commerce Dynamics Can Transform MSME Conversion Tiffany Tiffany; Farhatunisa Farhatunisa; Salsakinah Salsakinah; Hirsyal Saputra; Neng Ayu Sri Wahyuni
J BIDIK (Jurnal Bisnis Digital) Vol. 4 No. 2 (2025): DESEMBER
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v4i2.2647

Abstract

Changes in consumer behavior towards digital have encouraged the birth of live commerce as an interactive marketing innovation. This study aims to analyze the mechanism of live commerce in increasing sales conversion and identify the factors for the success of its application to MSMEs in Indonesia. The method used is qualitative with a literature review approach. The scope of the study is focused on the use of the TikTok Shop, Shopee Live, and Instagram Live platforms by MSMEs in the trade and culinary sectors in the 2019–2023 period. The results of the study show that live commerce is able to transform sales conversion by more than 40%. This success is driven by  two-way real-time interactions, live product demonstrations that build trust, and psychological stimulation of urgency through limited promos. In addition, the communication competence of the host, the readiness of the technical infrastructure, and the consistency of the broadcast are the main determining factors. This study concludes that live commerce is effective in cutting the psychological distance between sellers and buyers to optimize the sales performance of MSMEs.
Co-Authors Farhatunisa Farhatunisa Hirsyal Saputra Neng Ayu Sri wahyuni Tiffany Tiffany