Analisis Masalah Dan Solusi Live Streaming Shopping: Tinjauan Literatur Sistematis
DOI:
https://doi.org/10.25126/jtiik.1168613Kata Kunci:
live streaming shopping, marketing strategy, purchase intention, impulsive buying, systematic literature reviewAbstrak
Live streaming shopping menjadi bentuk kegiatan jual beli secara online yang berkembang pesat bersamaan dengan meningkatnya pengguna e-commerce. Penelitian sebelumnya cenderung fokus pada faktor-faktor yang mempengaruhi niat pengguna untuk melakukan pembelian dalam konteks live streaming shopping. Namun, untuk memahami lebih baik tantangan dan solusi yang terkait dengan live streaming shopping, diperlukan tinjauan literatur yang komprehensif berdasarkan penelitian terdahulu. Penelitian ini bertujuan untuk mengidentifikasi masalah yang terkait dengan live streaming shopping dan mengusulkan solusi teknis dan non-teknis untuk mengatasi masalah tersebut. Data penelitian diperoleh dari 5 database, yaitu ACM, AIS eLibrary, IEEE, ProQuest, dan Scopus, yang mencakup periode publikasi dari tahun 2018 hingga 2023. Analisis data dilakukan dengan menggunakan pendekatan Kitchenham Systematic Literature Review. Hasil penelitian ini akan menampilkan tabel yang merangkum teori yang digunakan, dampak yang menjadi fokus penelitian, serta masalah dan solusi yang terkait dengan lima proses utama dalam live streaming shopping, yaitu product promotion, merchant’s proposition, platform features, purchase decision, dan policy development. Selain itu, penelitian ini juga akan mengusulkan strategi pemasaran yang dapat diadopsi oleh penjual berdasarkan temuan dari penelitian sebelumnya. Penelitian ini diharapkan dapat memberikan wawasan kepada peneliti dan praktisi di bidang e-commerce terkait dengan fenomena live streaming shopping sebagai pertimbangan untuk penelitian berikutnya.
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