Strategi Live Streaming dalam Meningkatkan Daya Saing UMKM di Era Ekonomi Digital: Analisis Perilaku Belanja Konsumen

Asmawati Halilah Damanik; Heru Sugara; Victor Marudut Mulia  Siregar

doi:10.33395/owner.v9i4.2836

Authors

Asmawati Halilah Damanik Universitas Murni Teguh
Heru Sugara Universitas Murni Teguh
Victor Marudut Mulia Siregar Politeknik Bisnis Indonesia

DOI:

10.33395/owner.v9i4.2836

Keywords:

MSMEs; strategy; live streaming; digital economy

Abstract

The rapid growth of the digital economy requires Micro, Small, and Medium Enterprises (MSMEs) to adopt technology-based marketing strategies. Live streaming has become a potential strategy as it enables direct interaction with consumers, builds trust, and expands market reach; however, its use among MSMEs in Simalungun Regency remains limited. This study aims to analyze the influence of live streaming strategies on MSME competitiveness by considering consumer purchasing behavior. A mixed-methods explanatory design was applied, combining quantitative surveys analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with qualitative approaches through interviews, focus group discussions, and observations. The sample consists of at least 100 respondents, including MSME owners and consumers. The study is expected to produce a contextual digital marketing model based on live streaming, a mapping of consumer content preferences, and recommendations for effective social media platforms. The findings are expected to strengthen MSME competitiveness and support sustainable digital transformation

Downloads

Download data is not yet available.

Plum-X Analityc

References

Antikasari, L., Fajri, R., & Dewi, R. (2020). Determinan Kinerja Keuangan Yang Ditinjau Dari Good Corporate Governance, Leverage dan Ukuran Perusahaan (Sub. Sector Perusahaan BUMN yang Terdaftar Di BEI tahun 2013-2018). Owner : Riset Dan Jurnal Akuntansi, 4(2), 336-345. doi:10.33395/owner.v4i2.208

Saputra, A., Irawan, C., & Ginting, W. (2020). Pengaruh Ukuran Perusahaan, Opini Audit, Umur Perusahaan, Profitabilitas dan Solvabilitas Terhadap Audit Delay. Owner : Riset Dan Jurnal Akuntansi, 4(2), 286-295. doi:10.33395/owner.v4i2.239

Pardiastuti, P., Samrotun, Y., & Fajri, R. (2020). Faktor-Faktor yang Mempengaruhi Nilai Perusahaan pada Perusahaan Manufaktur Sektor Industri Barang Konsumsi yang Terdaftar di BEI Periode 2016-2018. Owner : Riset Dan Jurnal Akuntansi, 4(2), 337-345. doi:10.33395/owner.v4i2.210

Aprianti, A., & Putri Derajat, S. (2025). PENGARUH STRATEGI HARGA DISKON DAN LIVE STREAMING INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN GEN-Z PADA APLIKASI SHOPEE. http://jurnal.desantapublisher.com/index.php/krakatau/index

Ardani, S. P., & Harahap, W. L. (2024). STRATEGI KONTEN KREATIF UNTUK MENINGKATKAN ENGAGEMENT UMKM DI SOSIAL MEDIA. https://journal.iteba.ac.id/index.php/jurnalrupamatra

Ayu, A., Sari, P., Alhada, M., & Habib, F. (2023). Strategi Pemasaran Menggunakan Fitur Shopee Live Streaming Sebagai Media Promosi Untuk Meningkatkan Daya Tarik Konsumen ( Studi Kasus Thrift Shop di Kabupaten Tulungagung ). Jurnal Ilmiah Wahana Pendidikan, 9(17), 41–58. https://doi.org/10.5281/zenodo.8280759

Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In G. A. Marcoulides. 295–336.

Erfiati, R., & Helfi, Y. (2023). Analisis Pemasaran Digital: Strategi Konten Live Streaming Tiktok Untuk Memasarkan Produk Affiliate. INNOVATIVE: Journal Of Social Science Research, 3, 3400–3412.

Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American Statistical Association.

Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.767876

Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182

Hanifah, H., & Rostiana, E. (2025). Pengaruh Media Sosial Tiktok dan Live Streaming Tiktok terhadap Keputusan Pembelian Konsumen di Aplikasi Shopee. 3(1), 264–273. https://samudrapublisher.com/index.php/JISOSEPOL

Hossain, M. A., Kalam, A., Nuruzzaman, M., & Kim, M. (2023). The Power of Live-Streaming in Consumers’ Purchasing Decision. SAGE Open, 13(4). https://doi.org/10.1177/21582440231197903

Leonindhira, A. G., Zefanya, A. N., Tita, D. A., Adjisani, K. M., & Zuhri, S. (2024). Interaksi Lobi dan Negosiasi dalam Pemasaran Live Streaming Media Sosial Tiktok: Studi Kasus Keputusan Pembelian Parfum @pucelleid. Journal of Internet and Software Engineering, 1(3), 10. https://doi.org/10.47134/pjise.v1i3.2579

Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14021045

Rakhmah, K., Yakob, F., & Kusmita Juniati, R. (2024). LIVE STREAMING AND “GERAKAN BANGGA BUATAN INDONESIA” MOVEMENT STRATEGI LIVE STREAMING DALAM MENDORONG GERAKAN BANGGA BUATAN INDONESIA. 11(1), 86–96. https://doi.org/10.22487/ejk.v11i1.902

Shella, Elisa, Shelia, & Sinta, Z. (2025). Analisis Peran Platform Digital dalam Meningkatkan Strategi Pemasaran dan Penjualan UMKM di Tepi Laut Tanjungpinang (Vol. 11).

Wulandari, I., Syahril, M., Husna, N. A., Azahara, N., Ekonomi, P., & Riau, S. (2024). Strategi Pemasaran Menggunakan Fitur Shopee Live streaming Sebagai Media Promosi untuk Meningkatkan Daya Tarik Konsumen. https://doi.org/10.62710/9xvmk971