{"id":"https://openalex.org/W7204756609","doi":"https://doi.org/10.33830/communicatio.v1i1.11968","title":"Strategi Komunikasi Pemasaran DNW_Gift melalui Shopee Live dalam Menarik Minat Konsumen","display_name":"Strategi Komunikasi Pemasaran DNW_Gift melalui Shopee Live dalam Menarik Minat Konsumen","publication_year":2025,"publication_date":"2025-06-16","ids":{"openalex":"https://openalex.org/W7204756609","doi":"https://doi.org/10.33830/communicatio.v1i1.11968"},"language":"id","primary_location":{"id":"doi:10.33830/communicatio.v1i1.11968","doi":"https://doi.org/10.33830/communicatio.v1i1.11968","is_oa":true,"landing_page_url":"https://doi.org/10.33830/communicatio.v1i1.11968","pdf_url":"https://jurnal.ut.ac.id/index.php/communicatio/article/download/11968/2514","source":{"id":"https://openalex.org/S7407064392","display_name":"Communicatio Jurnal Ilmu Komunikasi","issn_l":"3125-0440","issn":["3125-0440"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314966","host_organization_name":"Universitas Terbuka","host_organization_lineage":["https://openalex.org/P4310314966"],"host_organization_lineage_names":["Universitas Terbuka"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicatio: Jurnal Ilmu Komunikasi","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W7204756609"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://jurnal.ut.ac.id/index.php/communicatio/article/download/11968/2514","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5148829459","display_name":"Riva Pandu Dinata","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I193621155","display_name":"Indonesia Open University","ror":"https://ror.org/03zwesg40","country_code":"ID","type":"education","lineage":["https://openalex.org/I193621155"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Riva Pandu Dinata","raw_affiliation_strings":["Universitas Terbuka"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Terbuka","institution_ids":["https://openalex.org/I193621155"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5148578398","display_name":"Sarah Ayu Putri Novaria","orcid":"https://orcid.org/0009-0004-9365-9361","observed_orcids":["https://orcid.org/0009-0004-9365-9361"]},"institutions":[{"id":"https://openalex.org/I193621155","display_name":"Indonesia Open University","ror":"https://ror.org/03zwesg40","country_code":"ID","type":"education","lineage":["https://openalex.org/I193621155"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Sarah Ayu Putri Novaria","raw_affiliation_strings":["Universitas Terbuka"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Terbuka","institution_ids":["https://openalex.org/I193621155"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I193621155"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"1","issue":"1","first_page":"159","last_page":"168"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8568999767303467,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8568999767303467,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.06310000270605087,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.04410000145435333,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-communication-strategy","display_name":"marketing communication strategy","score":0.972000002861023},{"id":"https://openalex.org/keywords/shopee-live","display_name":"Shopee Live","score":0.9819999933242798},{"id":"https://openalex.org/keywords/live-streaming-sales","display_name":"live streaming sales","score":0.8410000205039978},{"id":"https://openalex.org/keywords/stp-analysis","display_name":"STP analysis","score":0.699999988079071},{"id":"https://openalex.org/keywords/aida-model","display_name":"AIDA model","score":0.703000009059906},{"id":"https://openalex.org/keywords/promotional-mix","display_name":"promotion mix","score":0.7979999780654907},{"id":"https://openalex.org/keywords/consumer-interest","display_name":"consumer interest","score":0.6589999794960022},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.6079999804496765}],"concepts":[{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.6521000266075134},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.529699981212616},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.34869998693466187},{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.2896000146865845},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.2687000036239624},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2574000060558319},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.25699999928474426},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.23520000278949738},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.23149999976158142},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.20980000495910645}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.33830/communicatio.v1i1.11968","doi":"https://doi.org/10.33830/communicatio.v1i1.11968","is_oa":true,"landing_page_url":"https://doi.org/10.33830/communicatio.v1i1.11968","pdf_url":"https://jurnal.ut.ac.id/index.php/communicatio/article/download/11968/2514","source":{"id":"https://openalex.org/S7407064392","display_name":"Communicatio Jurnal Ilmu Komunikasi","issn_l":"3125-0440","issn":["3125-0440"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314966","host_organization_name":"Universitas Terbuka","host_organization_lineage":["https://openalex.org/P4310314966"],"host_organization_lineage_names":["Universitas Terbuka"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicatio: Jurnal Ilmu Komunikasi","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.33830/communicatio.v1i1.11968","doi":"https://doi.org/10.33830/communicatio.v1i1.11968","is_oa":true,"landing_page_url":"https://doi.org/10.33830/communicatio.v1i1.11968","pdf_url":"https://jurnal.ut.ac.id/index.php/communicatio/article/download/11968/2514","source":{"id":"https://openalex.org/S7407064392","display_name":"Communicatio Jurnal Ilmu Komunikasi","issn_l":"3125-0440","issn":["3125-0440"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314966","host_organization_name":"Universitas Terbuka","host_organization_lineage":["https://openalex.org/P4310314966"],"host_organization_lineage_names":["Universitas Terbuka"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicatio: Jurnal Ilmu Komunikasi","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7204756609.pdf","grobid_xml":"https://content.openalex.org/works/W7204756609.grobid-xml"},"referenced_works_count":1,"referenced_works":["https://openalex.org/W2970701906"],"related_works":["https://openalex.org/W4415184775","https://openalex.org/W7217477698","https://openalex.org/W7127223837","https://openalex.org/W7015466888","https://openalex.org/W4416421526","https://openalex.org/W7213468217","https://openalex.org/W7166614665","https://openalex.org/W7152335103","https://openalex.org/W7219946642","https://openalex.org/W4413363826"],"abstract_inverted_index":{"Shopee":[0,32],"Live":[1],"merupakan":[2],"salah":[3],"satu":[4],"sarana":[5],"penjualan":[6],"berbasis":[7],"digital":[8],"yang":[9,17,43,49,64,84,137,149,162],"banyak":[10],"dimanfaatkan":[11],"oleh":[12],"para":[13,27],"penggiat":[14,28],"bisnis":[15],"online":[16],"bergabung":[18],"dalam":[19,30,71,104,123,158],"platform":[20],"Shopee.":[21],"Salah":[22],"satunya":[23],"DnW_Gift.":[24],"Tantangan":[25],"utama":[26],"usaha":[29],"menggunakan":[31,77],"Iive":[33,70],"adalah":[34],"bagaimana":[35,60],"cara":[36],"menarik":[37,72,124],"minat":[38,73,125],"konsumen":[39,126],"di":[40],"tengah":[41],"persaingan":[42],"sangat":[44,151],"ketat":[45],"dan":[46,89,156],"memastikan":[47,154],"pesan":[48],"disampaikan":[50],"dapat":[51],"tersampaikan":[52],"secara":[53],"efektif.":[54],"Penelitian":[55,75],"ini":[56,76,132],"bertujuan":[57],"untuk":[58,153],"mengetahui":[59],"strategi":[61,106,135,148],"komunikasi":[62,107,136],"pemasaran":[63],"telah":[65],"digunakan":[66,150],"DnW_Gift":[67,95],"melalui":[68],"shopee":[69],"konsumen.":[74,143],"metode":[78],"deskriptif":[79],"kualitatif.":[80],"Teknik":[81],"pengumpulan":[82],"data":[83],"dilakukan":[85],"dengan":[86],"wawancara":[87],"mendalam":[88],"observasi.":[90],"Hasil":[91],"penelitian":[92],"menunjukkan":[93],"bahwa":[94,134],"menerapkan":[96],"analisis":[97],"STP":[98],"(Segmentasi,":[99],"Targeting,":[100],"Positioning)":[101],"sebagai":[102],"dasar":[103],"penyusunan":[105],"pemasarannya.":[108],"Selain":[109],"itu,":[110],"penerapan":[111],"bauran":[112],"promosi":[113],"serta":[114],"pendekatan":[115],"AIDA":[116],"(Attention,":[117],"Interest,":[118],"Desire,":[119],"Action)":[120],"terbukti":[121],"efektif":[122],"selama":[127],"sesi":[128],"siaran":[129],"langsung.":[130],"Temuan":[131],"menegaskan":[133],"terencana":[138],"mampu":[139],"meningkatkan":[140],"daya":[141],"tarik":[142],"Evaluasi":[144],"berkala":[145],"terhadap":[146],"efektivitas":[147],"disarankan":[152],"relevansi":[155],"adaptabilitas":[157],"menghadapi":[159],"dinamika":[160],"pasar":[161],"terus":[163],"berkembang.":[164]},"counts_by_year":[],"updated_date":"2026-11-13T13:42:25.865203","created_date":"2026-09-01T00:00:00"}