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Sam'un Jaja Raharja
Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Padjadjaran, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : JURNAL LENTERA BISNIS

 1 
ANALISIS PENGGUNAAN LIVE SHOPPING TIKTOK DALAM MENDORONG MINAT BELI KONSUMEN SKINTIFIC Audy Yudistira Lenggihunusa; Evelyn Sanadi; Sam’un Jaja Raharja; Lina Auliana; Marsha Aulia Hakim
JURNAL LENTERA BISNIS Vol. 13 No. 1 (2024): JURNAL LENTERA BISNIS, Januari 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i1.995

Abstract

In this study, the impact of Live Shopping on sales strategies, particularly within the skincare industry focusing on Skintific, was explored. Qualitative exploratory research involving interviews and observations of 7 consumers revealed that Live Shopping influences purchase interest through direct discounts, direct interaction with hosts, and detailed product explanations. Its influence was reflected in increased transactional, referential, preferential, and exploratory interest of consumers in Skintific products. Factors such as streamer credibility, interactivity, and the richness of media information also influenced purchase decisions. The research findings confirm that Live Shopping on TikTok is effective in influencing consumer purchase interest in skincare products such as Skintific. Keywords: Live Shopping, Purchase Interest, Digital Marketing
IMPLEMENTASI PEMASARAN MEDIA SOSIAL INSTAGRAM @GYUGYUGANK DALAM MENINGKATKAN KESADARAN MEREK Azalia Nediva Kuntjoro; Elfira Annisa Sastra; Sam'un Jaja Raharja; Lina Auliana; Raden Marsha Aulia Hakim
JURNAL LENTERA BISNIS Vol. 13 No. 1 (2024): JURNAL LENTERA BISNIS, Januari 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i1.999

Abstract

The purpose of conducting this research is to examine the social media marketing of Instagram @gyugyugank in enhancing brand awareness. The research is conducted using a qualitative method and analyzed using a descriptive method, with data sources from direct interviews with Gyu Gyu Gank employees and consumers as followers of the @gyugyugank Instagram account, along with literature studies. The results of this research indicate that Gyu Gyu Gank pays close attention to social media marketing strategies that impact brand awareness improvement. Gyu Gyu Gank employs various strategies to manage the Instagram social media account to enhance brand awareness, which includes levels of unawareness of the brand, brand recognition, brand recall, and brand top-of-mind. Keywords: Social Media Marketing, Instagram, Brand Awareness
Co-Authors Adela Rizki Nur Atikah Aditama, Muhammad Nabil Afifah Salihah AKHMAD, DEDE Anang Muftiadi Ani Nur Aeni, Ani Nur Aranis Chan Arianis Chan Asmara, Nadira Adinda Putri Audy Yudistira Lenggihunusa Avia, Muhammad Dusthin Putra Ayummi, Puti Azalia Nediva Kuntjoro Bambang Hermanto Bambang Hermanto Banatun Nafis Cecep Safa’atul Barkah, Cecep Safa’atul Cecep Safa’atul Barkah Chandra Hendriyani Charity Latanza Indahsari Dede Akhmad Devina, Arindya Putri Elfira Annisa Sastra Ellissa Priyanka Eriana Afnan Evelyn Sanadi Fadoli Fadoli Fathiha, Erika Azzahra Firah Fanesa Ginanjar, Jajang Hakim, Marsha Aulia Herawaty, Tety Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Ida Widianingsih Imam Suwandi Irvan Arif Kurniawan Itang Itang Jajang Ginanjar Jennifer Yunani Khutami, Jumanul Qalby Lina Auliana Luthfi Thirafi Mardatillah*, Annisa Margo Purnomo Margo Purnomo Marsha Aulia Hakim Mas Rasmini Mega Adinda Eka Laksana Michael Marbun Miftahuddin, S.Si.,MAB., asep Mohammad Benny Alexandri Muhammad Lutfi Lazuardi Nenden Kostini Nurul Mardhiah Sitio* R. Anang Muftiadi Raden Marsha Aulia Hakim Ratih Purbasari Ratih Purbasari Ratih Purbasari Ratih Purbasari, Ratih Ria Arifianti Rivani - Rivani . Rivani Rivani Rivani Rivani Rusdin Tahir Rusdin Tahir Rusdin Tahir, Rusdin Salma Annisa Salma Shofia Rosyda Salma Shofia Rosyda Sari Usih Natari Sebastian, Felix Kenneth Sinta Ningrum Wiradinata Susilawati Sugiana, Neng Susi Wanty Cahyanti Wawan Wahyuddin Yuyun Yuniarti Yuyun Yuniarti, Yuyun