Abstract

This study examines the utilization of TikTok's live streaming feature as a public relations marketing strategy in the beauty industry. Using a qualitative descriptive method, the research is grounded in public relations marketing and live streaming theories. Through in-depth interviews, it explores how the beauty brand Seca Skin optimizes this feature to expand market reach, increase sales, and enhance consumer engagement. The findings reveal that Seca Skin successfully meets four key aspects of live-stream selling: Attractiveness, Trustworthiness, Expertise, and Purchase Convenience. These factors contribute to higher audience engagement, strengthened customer loyalty, and more effective purchasing decisions. Moreover, the study highlights that live streaming not only drives sales but also reinforces brand authenticity, credibility, and relatability.

Bahasa Abstract

Penelitian ini membahas pemanfaatan fitur live streaming pada platform TikTok sebagai strategi marketing humas dalam industri kecantikan. Metode penelitian yang digunakan adalah deskriptif kualitatif, dengan landasan teori marketing humas dan live streaming TikTok. Melalui wawancara mendalam, penelitian ini mengeksplorasi bagaimana brand kecantikan “Seca Skin” mengoptimalkan fitur tersebut untuk memperluas jangkauan pasar, meningkatkan penjualan, serta membangun interaksi yang lebih erat dengan konsumen. Hasil penelitian menunjukkan bahwa Seca Skin mampu memenuhi empat aspek utama dalam live streaming selling, yaitu Attractiveness, Trustworthiness, Expertise, dan Purchase Convenience. Keempat aspek ini berkontribusi terhadap peningkatan engagement audiences, membangun loyalitas pelanggan, serta mendorong keputusan pembelian secara lebih efektif. Selain itu, penelitian ini mengungkap bahwa pemanfaatan live streaming tidak hanya berdampak pada penjualan, tetapi juga memperkuat citra brand agar lebih autentik, kredibel, dan relatable di mata konsumen.

References

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Recommended Citation

Alvansa, Mochamad and Manalu, Margareta (2025) "Effectiveness of Seca Skin Public Relations Marketing through Live Streaming on Tiktok," Journal of Indonesian Tourism and Policy Studies: Vol. 10: Iss. 1, Article 1.
DOI: 10.7454/jitps.v10i1.1133
Available at: https://scholarhub.ui.ac.id/jitps/vol10/iss1/1

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