<![CDATA[Advancements in digital technology and shifts in consumer behavior have driven companies to adopt various digital marketing strategies, one of which involves utilizing live streaming features as an interactive promotional medium. This strategy enables companies to establish direct communication with potential customers, convey product information in real-time, and boost audience engagement throughout the marketing process. This study aims to analyze the implementation of live streaming as a digital marketing strategy at Mpoin Indonesia and examine its role in supporting the company's digital marketing activities. A qualitative approach with a descriptive design was employed, utilizing observation, semi-structured interviews, and documentation for data collection. Data analysis was conducted systematically through data reduction, data presentation, and conclusion drawing to obtain a comprehensive overview of the live streaming implementation. The findings indicate that live streaming at Mpoin Indonesia fosters more intensive customer interaction, builds trust through the direct delivery of product information, expands promotional reach, and positively influences consumer interest. However, the effectiveness of its implementation remains contingent upon content quality, the host's communication skills, broadcast consistency, and the readiness of supporting infrastructure. Based on these results, it can be concluded that live streaming is an effective digital marketing strategy for Mpoin Indonesia, provided it is implemented in a planned and consistent manner and supported by ongoing content management and performance evaluation.]]>
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