The Use of Live Streaming as A Digital Marketing Innovation to Empower Local Small and Medium Enterprises

Authors

  • Intan Novitasari Sah Universitas Nahdlatul Ulama Sidoarjo, Indonesia
  • Nafia Ilhama Qurratu’aini Universitas Nahdlatul Ulama Sidoarjo, Indonesia
  • Wahyu Eko Pujianto Universitas Nahdlatul Ulama Sidoarjo, Indonesia https://orcid.org/0000-0003-4718-0275

Keywords:

Live Streaming, Digital Marketing, Pemberdayaan UMKM

Abstract

Perkembangan teknologi digital membawa perubahan besar terhadap pola komunikasi dan strategi pemasaran. Salah satu inovasi yang muncul adalah penerapan live streaming dalam bentuk content marketing interaktif. Strategi ini memungkinkan adanya komunikasi dua arah antara perusahaan dan konsumen secara real-time, yang berdampak pada peningkatan brand awareness serta loyalitas pelanggan yang bertujuan untuk menerapkan dan mendampingi pelaku UMKM dalam strategi jasa live streaming yang diterapkan PT Sahabat Media Digital sebagai inovasi pemasaran digital yang mendukung promosi dan memperkuat citra merek UMKM. Kegiatan ini dilakukan melalui metode observasi dan analisis data berdasarkan kegiatan Praktek Kerja Lapangan (PKL) selama satu bulan, mulai 4 agustus sampai 2 september 2025. Hasil menunjukkan bahwa strategi live streaming mampu memperkuat citra merek melalui pendekatan emosional, storytelling, serta interaksi langsung dengan audiens dan sulitnya mengukur kesadaran merek secra objektif. Upaya perbaikan dilakukan melalui improvisasi, analisis performa, dan pengembangan konten lanjutan.

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Published

2026-02-11

How to Cite

Sah, I. N., Qurratu’aini, N. I., & Pujianto, W. E. (2026). The Use of Live Streaming as A Digital Marketing Innovation to Empower Local Small and Medium Enterprises. Synergy: Journal of Community Development and Social Cohesion, 1(1), 1–5. Retrieved from https://sinergijournal.id/index.php/sjcds/article/view/68

Issue

Vol. 1 No. 1 (2026): January-June

Section

Articles

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Copyright (c) 2026 Intan Novitasari Sah, Nafia Ilhama Qurratu’aini, Wahyu Eko Pujianto

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