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All Journal Owner : Riset dan Jurnal Akuntansi Jurnal Tekinkom (Teknik Informasi dan Komputer) Jurnal Pengabdian kepada Masyarakat Nusantara Internet of Things and Artificial Intelligence Journal
Sugara, Heru
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Journal : Owner : Riset dan Jurnal Akuntansi

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Strategi Live Streaming dalam Meningkatkan Daya Saing UMKM di Era Ekonomi Digital: Analisis Perilaku Belanja Konsumen Damanik, Asmawati Halilah; Sugara, Heru; Siregar, Victor Marudut Mulia
Owner : Riset dan Jurnal Akuntansi Vol. 9 No. 4 (2025): Artikel Riset Oktober 2025
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/owner.v9i4.2836

Abstract

The rapid growth of the digital economy requires Micro, Small, and Medium Enterprises (MSMEs) to adopt technology-based marketing strategies. Live streaming has become a potential strategy as it enables direct interaction with consumers, builds trust, and expands market reach; however, its use among MSMEs in Simalungun Regency remains limited. This study aims to analyze the influence of live streaming strategies on MSME competitiveness by considering consumer purchasing behavior. A mixed-methods explanatory design was applied, combining quantitative surveys analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with qualitative approaches through interviews, focus group discussions, and observations. The sample consists of at least 100 respondents, including MSME owners and consumers. The study is expected to produce a contextual digital marketing model based on live streaming, a mapping of consumer content preferences, and recommendations for effective social media platforms. The findings are expected to strengthen MSME competitiveness and support sustainable digital transformation
Co-Authors Damanik, Asmawati Halilah Dharma, Edy Erikson Damanik Fitria Halim Kisno Kisno Manalu, Andi Setiadi Marudut Mulia Siregar, Victor Purba, Arifin Tua Saragih, Roy Sahputra sherly sherly Siregar, Victor Marudut Mulia Siringo-Ringo , Eko Deswin Miechaels Siringo-ringo, Eko Deswin Siringo-Ringo, Eko Deswin Miechaels Sisca Sisca, Sisca