Articles

Effectiveness of Live Selling Marketing Strategies as a Key Tool to Enhance Sales in the Fashion Business

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This research examines how live selling marketing strategies can boost sales for a fashion brand. Data was gathered through a questionnaire on the brand’s Instagram, and Smart PLS was used for statistical analysis to understand the relationships between different factors. The results show that live selling significantly enhances customer engagement, sales conversion rates, and brand loyalty. The study confirms the reliability of the research model and highlights key factors that contribute to successful live selling, along with the challenges faced. Practical recommendations are provided to help optimize live selling strategies in the fashion industry. While the findings are specific to the selected brand, they offer valuable insights for other fashion brands looking to implement similar strategies.

The Effect of Gamification toward Customer Engagement in Shopee E-Commerce

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Customer engagement is one of the factors that influences a company’s overall performance, this aspect reflects the interaction between customers and brands. Gamification is one method that can be used to increase customer engagement. This research examines the influence of gamification on customer engagement on the Shopee e-commerce platform. In the rapidly evolving digital era, gamification has become a popular strategy to increase customer engagement by creating fun and interactive experiences. Shopee, as one of the leading e-commerce platforms in Indonesia, has implemented various gamification elements to attract customer attention. This research uses a quantitative approach with an online survey method involving 212 active Shopee user respondents from Jakarta and Bandung aged between 18 – 35 years. The data collected was analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique to test the relationship between the constructs of gameful experience, game satisfaction, and customer engagement. The research results show that all dimensions of the gameful experience, which include achievement, challenge, competition, immersion, fun, and social experience, have a positive influence on game satisfaction. Furthermore, game satisfaction also has a strong positive influence on customer engagement. This research provides insight for Shopee and other e-commerce about the importance of gamification to increase customer satisfaction and engagement. Effective implementation of gamification strategies can encourage e-commerce platforms to create more engaging user experiences.

The Influence of TikTok Hosts on Customer Trust and Engagement in the Live Streaming Shop for Men’s Grooming Products

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This study examines the factors that influence trust and customer engagement during live streaming shop sessions on TikTok, with a particular focus on men’s grooming products. The study tested five variables, which are visual appearance, host approach (promotion and humor), interaction (review the product and consultation), trust in host, and customer engagement, with a survey of 319 respondents and analyzed with PLS-SEM method. The study found that visual appearance, host approach by promotion, and interaction with consultation have a positive relationship with trust in the host, while host approach by humor and interaction with review the products are rejected. Trust in the host has a positive relationship with customer engagement. The results provide insights for the hosts of men’s grooming products on TikTok live streaming shops, highlighting the importance of visual appearance, promotion, and consultation in building trust with viewers. Humor should be used with caution, as they can negatively impact trust, and reviewing products is just a mandatory for host and could not build trust based on it. Lastly, the interaction through consultation is particularly effective in building trust. Thus, this trust factor is increasing, the customer engagement will build in the TikTok live streaming session.

Proposed Customer Engagement-Oriented Digital Strategy and Integrated Marketing Communication for PT. Ready-Mix X

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Many industries were negatively affected by Covid-19 Pandemic, and one of them is a non-essential sector, such as the construction industry. Because of the contraction that happens in the industry, there is a significant decline in demand and sales in the market. PT. Ready-mix X is one of the construction companies that struggled during the pandemic situation, they still could not restore the company’s brand health as before Covid-19, and their sales and demand this year are still declining and not showing any significant value. Therefore, the purpose of this study is to propose a customer engagement-oriented digital strategy and propose the appropriate integrated marketing communication for the company using the limited marketing budget and available resources from PT. Ready- mix X. In analyzing and formulating the digital strategy, this study will use Kraewing’s approach and SOSTAC planning also market research to know the customer preference. The proposed digital strategy should be helping PT. Ready-Mix X provides an improved service platform and digital marketing strategy that suits the market segment and preferences, so it could establish the company’s customer experience that later will generate customer engagement.