{"id":776,"date":"2026-06-08T10:31:44","date_gmt":"2026-06-08T03:31:44","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/minor-program\/?p=776"},"modified":"2026-06-08T10:31:44","modified_gmt":"2026-06-08T03:31:44","slug":"live-selling-bukan-panggung-diskon","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/minor-program\/2026\/06\/08\/live-selling-bukan-panggung-diskon\/","title":{"rendered":"Live Selling Bukan Panggung Diskon"},"content":{"rendered":"<p style=\"text-align: justify\" data-start=\"13516\" data-end=\"13924\">Banyak startup menjalankan live selling seperti acara obral: host heboh, diskon besar, countdown, dan dorongan checkout cepat. Cara ini bisa menghasilkan transaksi sesaat, tetapi belum tentu membangun hubungan. Paper digital live selling menunjukkan bahwa keberhasilan live commerce dipengaruhi oleh adaptive selling, customer-oriented selling, dan relational selling.<\/p>\n<p style=\"text-align: justify\" data-start=\"13926\" data-end=\"14278\">Yang paling penting dari temuan tersebut adalah utilitarian value muncul sebagai driver terkuat relationship quality. Artinya, pelanggan memang suka hiburan, tetapi yang lebih menentukan trust jangka panjang adalah informasi yang jelas, demonstrasi yang membantu, pengurangan risiko, dan keyakinan untuk membeli.<\/p>\n<p style=\"text-align: justify\" data-start=\"14280\" data-end=\"14580\">Riset TikTok Shop mendukung hal ini. Trust menjadi determinan utama purchase intention dalam konteks social commerce, sementara kemudahan penggunaan juga penting. Live selling yang ramai tetapi proses checkout-nya membingungkan tetap akan kehilangan pelanggan.<\/p>\n<p style=\"text-align: justify\" data-start=\"14582\" data-end=\"14867\">Riset brand language juga menambahkan satu sisi yang sering diremehkan: kata-kata host dan admin membentuk persepsi brand. Respons yang assertive bisa lebih baik daripada sarcastic tone, dan pilihan kata yang tepat dapat meningkatkan engagement.<\/p>\n<p style=\"text-align: justify\" data-start=\"14869\" data-end=\"15284\">Insight untuk startup leader: latih host live bukan hanya untuk menjual, tetapi untuk membaca komentar, menjawab keberatan, menjelaskan manfaat, dan membangun hubungan. Ukur live selling bukan hanya GMV, tetapi juga repeat viewers, trust signal, pertanyaan yang terjawab, sentiment pelanggan, dan repeat purchase. Live selling yang kuat bukan yang paling berisik, tetapi yang paling membantu pelanggan merasa yakin.<\/p>\n<p style=\"text-align: justify\" data-start=\"15286\" data-end=\"15945\"><strong data-start=\"15286\" data-end=\"15300\">Reference:<\/strong><br data-start=\"15300\" data-end=\"15303\" \/>Moreno, D. E., &amp; Lim, D. P. (2026). <em data-start=\"15339\" data-end=\"15449\">Enhanced relationship marketing anchored on digital live selling behaviors and Uses and Gratification Theory<\/em>. Acta Psychologica, 265, 106661. DOI: 10.1016\/j.actpsy.2026.106661.<br data-start=\"15517\" data-end=\"15520\" \/>Basri, M. S. I., Abdul Aziz, K., Abd Aziz, N. A., Fauzi, M. A., Mohamad Noorzeli, N., &amp; Abdul Aziz, S. (2025). <em data-start=\"15631\" data-end=\"15729\">Clicking into TikTok Shop: Factors influencing online shopping intention among Kuantan residents<\/em>. paperASIA, 41(5b). DOI: 10.59953\/paperasia.v41i5b.610.<br data-start=\"15785\" data-end=\"15788\" \/>Rapezzi, M. (2026). <em data-start=\"15808\" data-end=\"15872\">Brand language on social media: A systematic literature review<\/em>. Italian Journal of Marketing, 2026, 8. DOI: 10.1007\/s43039-026-00131-7.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Banyak startup menjalankan live selling seperti acara obral: host heboh, diskon besar, countdown, dan dorongan checkout cepat. Cara ini bisa menghasilkan transaksi sesaat, tetapi belum tentu membangun hubungan. Paper digital live selling menunjukkan bahwa keberhasilan live commerce dipengaruhi oleh adaptive selling, customer-oriented selling, dan relational selling. Yang paling penting dari temuan tersebut adalah utilitarian value [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[310,325,327,343,331,342],"class_list":["post-776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-technopreneur-article","tag-customer-trust","tag-live-selling","tag-relationship-marketing","tag-seller-training","tag-social-commerce-strategy","tag-tiktok-commerce"],"_links":{"self":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/776","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/comments?post=776"}],"version-history":[{"count":1,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/776\/revisions"}],"predecessor-version":[{"id":778,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/776\/revisions\/778"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media\/777"}],"wp:attachment":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media?parent=776"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/categories?post=776"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/tags?post=776"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}