Pengembangan Konten TikTok Live Stream Shopping Skincare XYZ dalam Membangun Customer Engagement dengan Design Thinking

Dinillah, Farhah Izzah (2025) Pengembangan Konten TikTok Live Stream Shopping Skincare XYZ dalam Membangun Customer Engagement dengan Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penggunaan media sosial merupakan salah satu rutinitas masyarakat di era digital saat ini, baik sebagai sarana belajar, hiburan maupun berbelanja. Kecepatan perkembangan dan adopsi media sosial mengakibatkan munculnya banyak platform yang saling bersaing meluncurkan fitur terbaru untuk menarik perhatian penggunanya. Salah satu platform media sosial tersebut adalah TikTok. TikTok mulai bertransformasi menjadi media sosial perdagangan dengan meluncurkan fitur TikTok Live Stream Shopping sebagai fasilitas penunjang TikTokShop bagi para seller mereka. Meskipun fitur TikTok Live Stream Shopping baru dirilis pada April 2021, namun telah banyak pebisnis yang memanfaatkannya untuk memasarkan berbagai produk, mulai dari fashion, snack hingga skincare. Melihat adanya momentum yang diiringi dengan peningkatan permintaan skincare online melalui platform TikTok, brand skincare XYZ turut memanfaatkan fitur ini tidak hanya untuk meningkatkan penjualan, melainkan sebagai bagian dari strategi marketing skincare XYZ dalam membangun customer engagement. Namun meskipun telah menggunakan fitur ini, customer engagement yang diperoleh masih belum maksimal. Oleh karena itu, peneliti ingin melakukan pengembangan konten Tiktok Live Stream Shopping brand skincare XYZ untuk meningkatkan keberhasilan customer engagement yang diperoleh. Adapun metode penelitan yang digunakan adalah metode kualitatif dengan menggunakan pendekatan Design Thinking. Penelitian ini akan dilakukan dalam dua tahapan, pertama dilakukan analisis terhadap customer engagement yang terbentuk pada konten brand skincare XYZ selama melakukan siaran TikTok live stream shopping. Kedua pengujian dilakukan terhadap pengguna sekaligus followers akun TikTok XYZ yang pernah menyaksikan siaran TikTok Live Stream Shopping mereka dengan menggunakan tiga tahap Design Thinking berupa Empathize, Define, Ideate, Prototype dan Testing kepada 10 responden yang telah ditentukan. Hasil penelitian ini berupa rekomendasi konsep konten TikTok Live Stream Shopping yang didapat menjadi rujukan untuk pemilik brand skincare XYZ dalam melakukan promosi melalui TikTok khususnya dalam pemanfaatan fitur TikTok Live Stream Shopping pada masa mendatang.
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The use of social media is one of the routines of society in today's digital era, both as a means of learning, entertainment, and shopping. The speed of development and adoption of social media has resulted in the emergence of many competing platforms launching new features to attract the attention of their users. One such social media platform is TikTok. TikTok began to transform into a trading social media by launching the TikTok Live Stream Shopping feature as a supporting facility for TikTokShop for their sellers. Even though the TikTok Live Stream Shopping feature was only released in April 2021, many business people have used it to market various products, ranging from fashion, and snacks to skincare. Seeing the momentum accompanied by an increase in demand for skincare online through the TikTok platform, the XYZ skincare brand is taking advantage of this feature not only to increase sales but as part of XYZ's skincare marketing strategy in building customer engagement. However, even after using this feature, the customer engagement obtained is still not optimal. Therefore, researchers want to develop Tiktok Live Stream Shopping brand XYZ skincare content to increase the success of customer engagement obtained. The research method used is a qualitative method using the Design Thinking approach. This research will be conducted in two stages, the first is an analysis of the customer engagement formed in the XYZ skincare brand content during TikTok Live Stream shopping broadcasts. The two tests were carried out on users and followers of the TikTok XYZ account who had watched their TikTok Live Stream Shopping broadcast using three Design Thinking stages in the form of Empathize, Define, Ideate, Prototype, and Testing with 10 predetermined respondents. The results of this study are recommendations for the content concept of TikTok Live Stream Shopping which can be used as a reference for owners of the XYZ skincare brand in promoting through TikTok, especially in utilizing the TikTok Live Stream Shopping feature in the future.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	TikTok, Live Stream Shopping, Social Media, Marketing Strategy, Customer engagement, Media Sosial, Strategi Marketing
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Farhah Izzah Dinillah
Date Deposited:	03 Feb 2025 05:59
Last Modified:	03 Feb 2025 05:59
URI:	http://repository.its.ac.id/id/eprint/117820

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