Pemanfaatan Shopee Live Streaming dalam Strategi Pemasaran Produk Thrift Bag pada Toko Haymufaa.id

Abstract

This study examines the effectiveness of using Shopee’s Live Streaming feature as a marketing strategy for the Haymufaa.id store to sell thrift bag products. The study is motivated by the growing thrifting trend among young consumers and the increasing use of live streaming as an interactive digital promotional tool. The study employs a descriptive qualitative method with a case study approach involving interviews, observations of live sessions, and documentation of store performance. The findings suggest that live streaming effectively increases interaction, build trust, and drives sales growth. Sales increased by 28,19%, and the conversion rate reached 7,07%. The success of this strategy depends on the host’s communication skills, the quality of product visualization, and the transparency of information. The study underscores the importance of visual storytelling, stream timing management, and consistency in building consumer loyalty. These implications offer strategic insights to help digital business practitioners optimize live streaming as a marketing tool, particularly for unique products such as thrift bags.