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All Journal Journal of Economics and Business UBS Jurnal Ilmu Siber
Santoso, Anggoro
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Other

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Live Commerce Sebagai Ruang Afektif Dalam Analisis Interaksi Host Tiktok Shop Dalam Perspektif Teori Dramaturgi Santoso, Anggoro; Hayca, Salsabila Nur
Jurnal Ilmu Siber (JIS) Vol 4 No 1 (2025): JIS
Publisher : LPPM, Universitas Siber Asia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71089/jis.v3i1.510

Abstract

Penelitian ini menganalisis bagaimana host TikTok Shop memainkan perannya dalam menciptakan ruang afektif selama sesi live streaming, dengan menggunakan pendekatan Teori Dramaturgi dari Erving Goffman. TikTok sebagai platform live commerce membuka ruang interaksi langsung yang memungkinkan host menampilkan 'front stage performance' di hadapan audiens, dengan tujuan membangun impresi, kedekatan emosional, dan kepercayaan. Studi kasus dilakukan pada Trosco Thrift Store, sebuah UMKM yang aktif melakukan siaran langsung di TikTok Shop. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik observasi non-partisipan dan wawancara semi-terstruktur. Hasilnya menunjukkan bahwa host secara sadar membangun persona, mengelola ekspresi, dan merancang alur interaksi agar menciptakan pengalaman sosial yang tidak hanya bersifat transaksional, tetapi juga afektif. Kesimpulannya, live commerce dapat dilihat sebagai panggung komunikasi simbolik yang menuntut performativitas dan kepekaan emosional tinggi dari host.
Marketing Communication Strategy For New Student Registration Eko Soponyono, Andreas; Santoso, Anggoro; Nur Ichsan, Muhammad
Journal of Economics and Business UBS Vol. 13 No. 2 (2024): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v13i2.1575

Abstract

SMA ABC Bandung is a Collaborative Education Unit school with the largest number of competitors and is ranked second in West Java, has experienced an increase in the number of new student admissions, and has an international curriculum. The purpose of this research is to find out an overview of the marketing communication strategies used in recruiting new students. The research method used is a qualitative method with a descriptive approach, where the research informants are marketing communications staff, new students and parents. The impact of the marketing communication strategy used by SMA ABC Bandung on new student admissions can be analyzed based on several aspects. Through advertising on various platforms such as billboards, banners, radio, and social media channels such as Instagram and Facebook, the school is likely to increase awareness among the target audience about its offerings and educational programs. Sales promotions such as discounts on School Operational Assistance (SPP), Development Funds (DPP), referral programs, and scholarships are likely to encourage enrollment, attracting students who may have considered other options due to financial constraints. Based on the research discussion, it can be concluded that the marketing communications strategy carried out by SMA ABC Bandung during the researcher's research period in recruiting new students through a marketing communications mix included advertising, sales promotions, public relations, direct marketing and personal sales. Advertising is carried out through billboards, banners, billboards, radio, Instagram partner media, Facebook ads, Instagram ads, Google ads. Sales promotions provided include tuition discounts, DPP, referral programs, and 100% scholarship channels. Public relations activities carried out include Road to Give Bandung 2023. Direct marketing is carried out via email, WhatsApp and telephone. Personal Selling is carried out during Open House events, exhibitions at PVJ and Ciwalk, as well as online consultations
Co-Authors Eko Soponyono, Andreas Hayca, Salsabila Nur Muhammad Nur Ichsan, Muhammad