STUDI LITERATUR: PENERAPAN LIVE STREAMING PADA PLATFORM E-COMMERCE SEBAGAI TRANSFORMASI DIGITAL DALAM PEMASARAN
Abstract
Abstrak. Seiring berkembangnya teknologi digital dan platform e-commerce, pemasaran modern mengalami transformasi besar. Untuk menjangkau pelanggan secara lebih efektif, strategi pemasaran modern memanfaatkan media sosial, influencer, dan kemasan visual yang menarik selain promosi konvensional. Dengan model transaksi bisnis ke konsumen, bisnis ke bisnis, konsumen ke konsumen, dan bisnis ke pemerintahan, e-commerce menjadi platform utama untuk aktivitas jual beli online yang efektif. Strategi pemasaran dalam e-commerce menggunakan konten digital yang relevan dan berkualitas tinggi, seperti video produk dan konten buatan pengguna, yang meningkatkan kepercayaan konsumen. Live streaming, salah satu jenis promosi digital yang semakin populer, memungkinkan interaksi real-time antara penjual dan pembeli, yang meningkatkan kepercayaan dan meningkatkan efisiensi keputusan pembelian. Perkembangan ini menunjukkan bahwa pemasaran modern, transformasi digital, dan e-commerce dapat bekerja sama untuk menciptakan daya saing yang tinggi dan memberi lebih banyak kesempatan untuk berkembang sebagai bisnis di era digital.
Keywords: pemasaran kontemporer, transformasi digital, e-commerce, media sosial, live streaming.
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