Implementasi Bauran Pemasaran Melalui Live Streaming Di Markerplace Shopee Untuk Meningkatkan Penjualan Pada Himalaya Eyewear

Authors

  • Tiara Feriska Institut Ilmu Sosial dan Manajemen STIAMI
  • Baby Sri Muniarti Poernomo Institut Ilmu Sosial dan Manajemen STIAMI

Abstract

This study aimed to evaluate the marketing strategy implemented by Himalaya Eyewear through live
broadcasts on Shopee, as well as to identify the challenges encountered and the solutions applied to
boost sales. This research employed a qualitative method with data collected through observation,
interviews, and documentation. The findings revealed that the implemented strategies include selecting
the right broadcast time, offering discounts, bundling promotions, direct interaction with consumers, and
collaboration with influencers. The obstacles faced involved unstable internet connections, limited
product stock, and insufficient content during live streaming.
Keywords: Digital Marketing, Live Streaming, E-Commerce, Shopee, Himalaya Eyewear

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Published

2026-03-12

Issue

Vol. 5 No. 4: Agustus 2025

Section

Articles

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