Analisis Pelaksanaan Live Streaming sebagai Strategi Digital Marketing di MPOIN Indonesia
DOI:
https://doi.org/10.58192/wawasan.v4i4.5322Keywords:
Customer Engagement, Digital Marketing Strategy, Digital Marketing, Live Streaming, Social MediaAbstract
Advancements in digital technology and shifts in consumer behavior have driven companies to adopt various digital marketing strategies, one of which involves utilizing live streaming features as an interactive promotional medium. This strategy enables companies to establish direct communication with potential customers, convey product information in real-time, and boost audience engagement throughout the marketing process. This study aims to analyze the implementation of live streaming as a digital marketing strategy at Mpoin Indonesia and examine its role in supporting the company's digital marketing activities. A qualitative approach with a descriptive design was employed, utilizing observation, semi-structured interviews, and documentation for data collection. Data analysis was conducted systematically through data reduction, data presentation, and conclusion drawing to obtain a comprehensive overview of the live streaming implementation. The findings indicate that live streaming at Mpoin Indonesia fosters more intensive customer interaction, builds trust through the direct delivery of product information, expands promotional reach, and positively influences consumer interest. However, the effectiveness of its implementation remains contingent upon content quality, the host's communication skills, broadcast consistency, and the readiness of supporting infrastructure. Based on these results, it can be concluded that live streaming is an effective digital marketing strategy for Mpoin Indonesia, provided it is implemented in a planned and consistent manner and supported by ongoing content management and performance evaluation.
References
Anggrayni, D., Syahidah, F. Q., & Wati, R. (2025). Analisis Konten Live Streaming Shopee Wardah Sunscreen sebagai Optimalisasi Komunikasi Pemasaran Digital 5.0. Jurnal Penelitian Sosial Ilmu Komunikasi, 9(1), 77-86.
Azalia, D., & Amin, M. (2023). Analisis Penerapan Live Streaming Shopee dan Digital Marketing terhadap Peningkatan Penjualan. Journal of Entrepreneurship, Management and Industry (JEMI), 6(2), 117-132.
Kurniawan, R. A., Novel, N. J. A., & Dewi, Y. R. (2023). Implementasi Pembelajaran Digital Marketing Pada Program Studi Independen Power Academy (PT Mitra Semeru Indonesia). Jurnal Kajian Ilmu Pendidikan (JKIP), 4(1), 66-74.
Pratiwi, I. N., Prabawati, D. D. O., Wahyuni, E. D., Nursalam, N., Widyawati, I. Y., & Yahaya, N. A. (2026). Entrepreneurship in social media literacy and intentions for diabetes prevention among adolescent students. Aptisi Transactions on Technopreneurship (ATT), 8(1), 85-98.
Sintani, L., & Harinie, L. T. (2025). Strategi MoU Snack Video: Analisis SWOT untuk Memaksimalkan Pendapatan Agensi Live Streaming. Jurnal Informatika Ekonomi Bisnis, 201-208.
Demmasapo, P. P. (2023). Analisis Strategi Promosi Goplay Melalui Instagram@ Goplayindonesia Dalam Mendorong Pertumbuhan Industri Kreatif Di Indonesia= Analysis Of Goplay Promotion Strategy Through Instagram@ Goplayindonesia In Encouraging Creative Industries In Indonesia (Doctoral dissertation, Universitas Hasanuddin).
ASYIMA, P. T., BELIK, P., & WULANDARI, S. ANALISIS EFEKTIVITAS TIKTOK LIVE DAN FLASH SALE SEBAGAI STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN OMSET.
Arif, E., Suherman, S., & Widodo, A. P. (2026). Analyzing public sentiment on digital banks in indonesia via social media x. Aptisi Transactions on Technopreneurship (ATT), 8(1), 253-267.
Aulia, R. N., & Harto, B. (2024). Membangun keterlibatan konsumen melalui strategi konten marketing dalam live streaming: Analisis kualitatif terhadap brand yang berhasil di Shopee. Innovative: Journal Of Social Science Research, 4(2), 5721-5736.
Erfiati, R. D., & Helfi, Y. (2023). Analisis pemasaran digital: Strategi konten live streaming TikTok untuk memasarkan produk affiliate. Innovative: Journal Of Social Science Research, 3(4), 3400-3412.
Rose, D. E., Van Der Merwe, J., & Jones, J. (2024). Digital marketing strategy in enhancing brand awareness and profitability of e-commerce companies. APTISI Transactions on Management, 8(2), 160-166.
Maulani, I. N. I. (2024). Live streaming TikTok sebagai media komunikasi pemasaran digital TMADE Artisan Souvenir. Jurnal PIKMA: Publikasi Ilmu Komunikasi Media Dan Cinema, 7(1), 37-52.
NATASYA, D. P. N. (2025). PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP NIAT PEMBELIAN PADA SHOPEE LIVE (Studi Pada Pengguna Shopee di Bandar Lampung).
Sianturi, M. N., Tajuddin, T., Nanda, A. D., Rochmah, S. I., Lesmana, R., & Rahayu, R. S. (2026). Enhancing MSME Sales Through the Effective Use of Digital Marketing and Social Media at Bintang Sawi MSME: Peningkatan Penjualan UMKM melalui Pemanfaatan Digital Marketing dan Media Sosial secara Efektif pada UMKM Bintang Sawi. Dinamisia: Jurnal Pengabdian Kepada Masyarakat, 10(3), 948-957.
Putri, E. A. (2024). Persepsi penonton terhadap strategi promosi drama marah dalam live streaming akun affiliator TikTok@ HeySarah (Doctoral dissertation, Universitas Islam Sultan Agung Semarang).
Sari, T. O. (2025). Implementasi Pemanfaatan Digital Marketing Melalui Live Shopping Platform Social Commerce Tiktok pada UMKM Aromaterapi Natureline (Doctoral dissertation, Universitas Islam Indonesia).
Dwi Reza Shafira, S. (2023). ANALISIS PROSES PEMASARAN PT SEMEN INDONESIA DISTRIBUTOR MENGGUNAKAN STRATEGI DIGITAL MARKETING.
Alviarni, S. (2024). Analisis Buaran Pemasaran pada Digital Marketing Ditinjau dari Islamic Marketing (Studi pada Shopee Shop) (Doctoral dissertation, IAIN Metro).
Alviarni, S. (2024). Analisis Buaran Pemasaran pada Digital Marketing Ditinjau dari Islamic Marketing (Studi pada Shopee Shop) (Doctoral dissertation, IAIN Metro).
Jundrio, H., Utami, R., Dewi, I. T. T., & Andri, S. (2026). OPTIMALISASI TIKTOK SEBAGAI IMPLEMENTASI PEMASARAN MEDIA SOSIAL BAGI PELAJAR WIRAUSAHA. Jurnal Abdi Mandala, 5(1).
Setiawan, R., Aprillia, A., Tjahyadi, R. A., Lu, C., Nursalin, K. K., Abednego, F., & Vaher, K. (2025). Analysis of the effects of social media on children education mechanisms. Aptisi Transactions on Technopreneurship (ATT), 7(2), 582-592.
Januardani, F. D., Andayani, W., Simanjuntak, E. R., Nurdiansyah, H., Widyanti, O. N., Van Marsally, S., ... & Satrio, V. (2023). Digital marketing: Teori dan implementasi strategi digital marketing. PT. Sonpedia Publishing Indonesia.
Fitriani, A. N., & Zuhri, S. (2023). Strategi Komunikasi Pemasaran Optimum Nutrition Melalui E-Marketplace pada Paska Pandemi. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 6(11), 8635-8645.
Mauliza, R. N., & Sipayung, Y. R. (2024). Application of Text Mining in analysing public opinions towards the 2024 election on social media X using the Naive Bayes method. Technomedia Journal, 9(1), 1-16.
Masykur, S. R. (2025). Pengaruh live streaming, sales promotion, dan online customers review terhadap purchase intention dengan trust sebagai variabel intervening: Studi pada mahasiswa pengguna aplikasi TikTok Shop di Kota Malang (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim).
Watini, S., Magdalena, L., Wirjawan, T. W., Gunawan, A., Julianingsih, D., & Ivanov, N. (2024). Social media as a tool for transforming childhood learning mechanisms in edupreneurship. APTISI TRANSACTIONS ON TECHNOPRENEURSHIP Учредители: Pandawan, 7(1).
PRIMA, A. N. (2025). PENGARUH POTONGAN HARGA, LIVE STREAMING DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN KAOS POLO DI TIKTOK SHOP.
Sari, O. H., Rukmana, A. Y., Munizu, M., Novel, N. J. A., Salam, M. F., Hakim, R. M. A., ... & Purbasari, R. (2023). Digital marketing: Optimalisasi strategi pemasaran digital. PT. Sonpedia Publishing Indonesia.
Septiyana, F., Shihab, M. S., Kusumah, H., & Apriliasari, D. (2023). Analysis of the effect of product quality, price perception and social value on purchase decisions for lampung tapis fabrics. Aptisi Transactions on Management (ATM), 7(1), 54-59.
Mesah, S. N. S., & Vida, H. D. (2026). Analisis Strategi Komunikasi Affiliator Dalam Konten Promo Tanggal Kembar (Studi Pada Akun TikTok Eddena Store). Edutik: Jurnal Pendidikan Teknologi Informasi dan Komunikasi, 6(3), 1717-1727.
Mesah, S. N. S., & Vida, H. D. (2026). Analisis Strategi Komunikasi Affiliator Dalam Konten Promo Tanggal Kembar (Studi Pada Akun TikTok Eddena Store). Edutik: Jurnal Pendidikan Teknologi Informasi dan Komunikasi, 6(3), 1717-1727.
Djajasasana, E. E., & Bokau, J. R. K. (2024). Utilization of micro influencers and engagement in social media to gain cadet candidates. ADI Journal on Recent Innovation, 6(1), 1-7.
Rahardja, U., Aini, Q., Supriati, R., & Al Hafiz, M. A. (2026). Optimizing digital promotional graphic design strategies using the aida model. ADI Journal on Recent Innovation (AJRI), 7(2), 220-230.
Sutisna, F., Handra, T., & Jap, Y. P. (2023). The influence of social media marketing on purchase impulses with brand attentiveness as a mediating variable on umkm x. Aptisi Transactions on Technopreneurship (ATT), 5(2), 136-144.
Habibah, M. N. I., & Astuti, V. F. (2026). Strategi Komunikasi Digital Akun Tiktok@ dokterpertanahan Dalam Membangun Pemahaman Audiens. Gandiwa Jurnal Komunikasi, 6(1), 26-42.
Agustina, N. W., Nasyanovariani, D. F., Marhusin, S., Fahimah, H. M., Hanif Hasan, S. M., Par, M. M., ... & Noorfitri, K. C. P. (2025). Strategi digital marketing: Teknologi, media sosial, dan pemasaran. Azzia Karya Bersama.
Santoso, N. P. L., Aini, Q., Rahmadani, R. G., & Wahid, S. M. A. (2025). Laser personalization and digital marketing on gen z souvenir purchase intention. ADI Journal on Recent Innovation, 7(1), 1-12.
Alisah, S., & Rahman, N. (2024). Analisis Hukum Undang Undang Perlindungan Konsumen Dalam Jual Beli Melalui Live Shopping Di E-commerce TikTok Shop. Jatijajar Law Review, 3(2), 57-67.
Rahardja, U., Cesna, G. P., Nuraeni, R., Gunawan, M. S., & Parker, J. (2026). An Analysis of the Orange Technology Approach in Short Video-Based Digital Marketing Strategies. ADI Bisnis Digital Interdisiplin Jurnal, 7(1), 15-24.
FIRMANSYAH, A. (2024). PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI PENGEMBANGAN BISNIS MELALUI PENDEKATAN SEGMENTING, TARGETING, DAN POSITIONING PADA PERSEWAAN KOSTUM COSPLAY ANDRECOSRENT DI KOTA MALANG (Doctoral dissertation, STIE MALANGKUCECWARA).
ALDIANSYAH, F. Aktivitas Pengawasan Industri Dalam Departemen Digital Marketing Kompas Gramedia Group (Kompas TV).
Amelia, S. S., & Iswadi, I. (2023). Marketing communication strategy as a promotional medium in increasing sales at PT Tunas Jaya. Technomedia Journal, 8(3), 1-13.
Estede, S., Wiraguna, R. T., Rianty, E., Agusdi, Y., Hamdani, M., Ningrum, G. D. K., ... & Salsabela, K. (2025). Digital marketing specialist. PT. Star Digital Publishing, Yogyakarta-Indonesia.
Meria, L., Gunawan, M. S., Solahudin, S., Rahardja, U., & Patel, A. (2026). Enhancing digital business students competence through ui/ux design training for digital product development. ADI Pengabdian Kepada Masyarakat, 6(2), 133-144.
Azalia, D., & Amin, M. (2023). Analisis Penerapan Live Streaming Shopee dan Digital Marketing terhadap Peningkatan Penjualan. Journal of Entrepreneurship, Management and Industry (JEMI), 6(2), 117-132.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
