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ABSTRACT:

This research explores the role of live streaming features in marketing strategy in the context of Marketing Strategy 5.0 and e-commerce live streaming. Using a qualitative phenomenological approach involving direct observation and secondary data analysis, this research identifies how live streaming not only functions as a tool to facilitate real-time product reflection, but also as a platform to build in-depth interactions with customers. Through the Marketing Strategy 5.0 approach, which emphasizes the use of technology to improve customer experience and personalization, the research focus is the TikTok account @serbagroosir with the consideration: this company has survived for more than 5 years with sales always increasing. Through the data analysis technique used, Manual Data Analysis Procedure (MDAP), from the results of interviews accompanied by triangulation of sources and theory, this research found that TikTok's live streaming feature allows companies to answer consumer questions directly, provide exclusive promotions, and encourage impulse purchases. Additionally, live streaming helps in forming a loyal customer community and expands market reach thanks to TikTok's algorithm that supports the discovery of new content. This research suggests that companies should increase the frequency of live streaming sessions and leverage data analytics to optimize streaming timing and content. For future researchers, it is recommended to expand the scope of the study by involving multiple accounts and platforms as well as conducting in-depth analysis of consumer behavior during live streaming sessions to provide more comprehensive insight into the effectiveness of this strategy in e-commerce.

KEYWORDS:

Marketing Strategy 5.0, live streaming, e-commerce, TikTok, customer interaction.

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