Pengaruh Pesan Persuasif Oleh Penjual Melalui Live Streaming Shopee Dalam Menarik Minat Pembeli Untuk Checkout

Abstract

This study aims to investigate the influence of persuasive messages conveyed by sellers through live
streaming on the Shopee online shopping platform on buyers interest in proceeding to checkout. This
phenomenon is the subject of research due to the rapid growth of e-commerce and the popularity of live
streaming media on platforms like Shopee. This research employed a quantitative approach, collecting data
from a sample of buyers who participated in live streams by sellers on Shopee. Data was collected through
an online questionnaire that focused on buyers perceptions of the persuasive messages delivered by sellers
via live streaming and the extent to which these messages influenced their interest in proceeding to
checkout. The results of this study reveal that effective persuasive messages delivered by sellers through live
streaming can significantly enhance buyers interest in proceeding to checkout. Persuasive communication,
encompassing product promotions, direct interaction with buyers, providing additional information, and
creating emotional appeals, can exert a positive influence on buyers decisions to make a purchase. These
findings offer valuable insights for sellers and e-commerce platforms like Shopee in designing more
effective marketing strategies through live streaming. Sellers can optimize their persuasive messages to
maximize buyers interest in proceeding to checkout, while e-commerce platforms can provide technical
support and promotions to facilitate the more effective use of live streaming