TikTok Live Streaming Strategy: Leveraging Rp 1.000 Products to Enhance Digital E-commerce Sales
Article Sidebar
Main Article Content
Abstract
This study analyzes the TikTok Live Streaming Strategy that utilizes Rp 1,000 products as a strategic marketing tool to enhance overall digital e-commerce sales in Indonesia. The core tactic is the implementation of loss leader pricing, where the extremely low-priced product acts as a powerful magnet for traffic acquisition and a psychological trigger for impulsive buying. The Rp 1,000 product serves as a "foot-in-the-door" to initiate shopping momentum and activates key consumer psychological principles, including the Anchoring Effect (making other cross-sold products seem reasonably priced) and Fear of Missing Out (FOMO) (driven by limited-time flash sales). The strategy's effectiveness is further optimized by the host's credibility (trustworthiness, attractiveness, and expertise) and real-time interactivity. The success of this approach is measured by metrics like Gross Merchandise Value (GMV) and Conversion Rate (CO Rate). The research concludes that the Rp 1,000 product strategy is a sophisticated paradigm shift in social commerce, blending content, community, and commerce to drive both short-term sales and long-term customer loyalty.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
References
[1] M. F. Pradika, T. Aristawati, R. H. Sabila, S. A. Pambudi, and M. A. Marjorie, “Exploring the Decision-Making Processes: How Urban Indonesia’s Middle-Class Prioritizes Convenience and Cost on Live-Streaming Commerce,” CHANNEL J. Komun., vol. 13, no. 1, pp. 29–39, Apr. 2025, doi: 10.12928/channel.v13i1.1023.
[2] Tech In Asia, “Indonesia becomes TikTok Shop’s 2nd largest market at $6.2b,” Tech In Asia. [Online]. Available: https://www.techinasia.com/news/indonesia-becomes-tiktok-shops-2nd-largest-market-at-6-2b
[3] K. D. Solihati, N. K. Wati, A. R. Herawati, and N. H. Sari, “Post-Tiktok Shop Close Down: Will MSMEs Really Rise in Indonesia?,” J. Ilmu Sos., vol. 23, no. 2, pp. 1–13, Jan. 2025, doi: 10.14710/jis.23.2.2024.1-13.
[4] S. M. R. Shams, D. M. Brown, and K. Hardcastle, “Pricing Strategy for People, Planet, and Profit,” in Sustainable Marketing, 2025, pp. 169–225. doi: 10.1007/978-3-031-79130-7_3.
[5] A. Kathuria and A. Bakshi, “Unveiling the dynamics that shape online impulse buying behavior,” J. Res. Interact. Mark., vol. 19, no. 5, pp. 770–786, Jun. 2025, doi: 10.1108/JRIM-03-2024-0147.
[6] P. Pramesti, M. Aminah, I. R. Johan, and L. Sinaini, “Pengaruh Fitur Live Streaming E-Commerce terhadap Niat Beli Konsumen Pada UMKM Di Indonesia: Tinjauan Literatur Sistematis,” Manaj. IKM J. Manaj. Pengemb. Ind. Kecil Menengah, vol. 20, no. 2, pp. 180–197, 2025, doi: 10.29244/mikm.20.2.180-197.
[7] E. Permana, M. R. P. Prasetia, M. R. Falah, and A. M. Wijaya, “Analisis Keputusan Pembelian Konsumen saat Live Shopping pada Platform TikTok Produk Fashion,” J. Ekon. Akuntansi, dan Perpajak., vol. 2, no. 2, pp. 497–507, 2025, doi: 10.61132/jeap.v2i2.1016.
[8] Y. Hamonangan and Bambang Sutejo, “The Impact of Price Discounts and Viral Marketing on Purchase Intentions in TikTok E-commerce,” in PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC), Dec. 2023, pp. 178–187. doi: 10.47663/ibec.v2i1.106.
[9] O. Arnold and F. G. Kaiser, “Understanding the foot‐in‐the‐door effect as a pseudo‐effect from the perspective of the Campbell paradigm,” Int. J. Psychol., vol. 53, no. 2, pp. 157–165, Apr. 2018, doi: 10.1002/ijop.12289.
[10] C. Homburg, S. Böhler, and S. Hohenberg, “Organizing for cross-selling: Do it right, or not at all,” Int. J. Res. Mark., vol. 37, no. 1, pp. 56–73, Mar. 2020, doi: 10.1016/j.ijresmar.2019.04.002.
[11] N. F. Siregar and Q. K. Rini, “Regulasi diri dan impulsive buying terhadap produk fashion pada remaja perempuan yang berbelanja online,” J. Psikol., vol. 12, no. 2, pp. 213–224, Dec. 2019, doi: 10.35760/psi.2019.v12i2.2445.
[12] K. Bai and K. H. Tan, “The Influence of Online Social and Physical Presence on User Consumption Decisions in TikTok Livestreaming: A Scoping Review,” Cyberpsychology, Behav. Soc. Netw., vol. 27, no. 7, pp. 452–466, Jul. 2024, doi: 10.1089/cyber.2023.0526.
[13] P. Mutiara and K. Y. S. Putri, “The Study of Uses and Gratification Theory of TikTok as A Shopping Platform Seen from Buyers’ View,” J. Digit. Mark. Commun., vol. 4, no. 1, pp. 7–18, May 2024, doi: 10.53623/jdmc.v4i1.429.
[14] G. E. Fortuna, R. Roslina, and Y. Fihartini, “The Role of Perceived Value in Building Consumer Trust and Repurchase Intention on TikTok Live Streaming in Indonesia,” Asian J. Appl. Bus. Manag., vol. 4, no. 2, pp. 555–574, May 2025, doi: 10.55927/ajabm.v4i2.230.
[15] A. M. Hafizh, F. Hidayat, A. Suansyah, and M. R. Saputra, “Fomo Vs Jomo: Understanding The Psychology Behind Social Media Consumption Behavior And Its Impact On Mental Well-Being With A Communication Psychology Approach,” World J. Islam. Learn. Teach., vol. 1, no. 2, pp. 10–18, Jun. 2024, doi: 10.61132/wjilt.v1i2.37.
[16] N. Vaddhano and L. A. Widyarini, “What drives impulse buying in live streaming commerce in Indonesia: a case of TikTok Live Shopping,” Int. J. Electron. Mark. Retail., vol. 1, no. 1, 2024, doi: 10.1504/IJEMR.2024.10062673.
[17] L.-R. Chen, F.-S. Chen, and D.-F. Chen, “Effect of Social Presence toward Livestream E-Commerce on Consumers’ Purchase Intention,” Sustainability, vol. 15, no. 4, p. 3571, Feb. 2023, doi: 10.3390/su15043571.
[18] G. Aji, S. Fatimah, F. Minan, and M. A. Azmi, “Analisis Digital Marketing Tiktok Live sebagai Strategi Memasarkan produk UMKM Anjab Store,” J. Bisnis dan Pemasar. Digit., vol. 2, no. 1, pp. 13–24, Jul. 2022, doi: 10.35912/jbpd.v2i1.2007.
[19] A. M. Putri and A. Mulyati, “Peran Live Streaming Dalam Meningkatkan Penjualan Busana Formal Wanita Di Hi.Prima Ngagel Surabaya,” Sos. Simbiosis J. Integr. Ilmu Sos. dan Polit., vol. 2, no. 1, pp. 30–35, Jan. 2025, doi: 10.62383/sosial.v2i1.1213.