PEMBUATAN KONTEN LIVESTREAM SELLING TIKTOK DENGAN STRATEGI DIRECT RESPONSE UNTUK MENINGKATKAN PENJUALAN PADA TIKTOK SHOP JAJANAN DJALU

Tugas akhir ini mengkaji permasalahan rendahnya konversi penjualan langsung
secara organik pada livestream selling TikTok Shop Jajanan Djalu akibat pola
komunikasi host yang terlalu kasual dan ketiadaan rekayasa urgensi. Penelitian ini
bertujuan merancang dan mengeksekusi strategi direct response secara organik
untuk memotong jalur consumer journey dan meningkatkan volume transaksi.
Landasan teori yang digunakan meliputi pemasaran organik, social commerce,
direct response, serta perilaku impulsive buying pada produk dengan keterlibatan
rendah. Metode pelaksanaan karya dijalankan melalui tiga tahapan operasional,
yaitu persiapan (pra-produksi), pelaksanaan siaran (produksi), dan evaluasi data
analitik (pasca-produksi). Hasil pembahasan menunjukkan bahwa sinkronisasi
antara visualisasi keunggulan produk, pengulangan desakan pemicu rasa cemas
kehilangan momentum, penautan produk, serta distribusi voucer terbatas secara
waktu nyata sukses melipatgandakan omzet penjualan secara drastis.
Kata Kunci: Direct Response, Impulsive Buying, Livestream Selling, LowInvolvement Product, Social Commerce.

This final project addresses the low organic sales conversion gap during livestream
selling sessions on Jajanan Djalu's TikTok Shop, caused by overly casual host
communication and a lack of structured urgency. The study aims to design and
execute an organic direct response strategy to shorten the consumer journey and
increase net transaction volume. The theoretical framework integrates organic
marketing, social commerce, direct response strategy, and impulsive buying
behavior on low-involvement products. The execution follows three operational
stages: pre-production (scripting and technical setup), production (live execution),
and post-production (data evaluation). The discussion results indicate that the
synchronization between visual product appeal, repetitive fear of missing out
(FOMO) triggers, instant pin products, and real-time distribution of limited
vouchers successfully generated radical sales growth.
Keywords: Direct Response, Impulsive Buying, Livestream Selling, LowInvolvement Product, Social Commerce.