Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee

Wahyuningrum ; Shinta ; Satria Veriansyah Wiguna
GEMILANG: Jurnal Manajemen dan Akuntansi 📅 2026 Vol 6, No 2 🔗 DOI: 10.56910/gemilang.v6i2.3566
Abstract
This research aims to analyze the role of product quality, live hosts, and brand awareness in influencing the sales performance of Miso Butik through Shopee Live. The increasing trend of online shopping has encouraged businesses to utilize live streaming as a more interactive marketing strategy. This research employs a descriptive qualitative approach with in-depth interviews focusing on Miso Butik’s Shopee Live activities. The findings indicate that product quality plays an essential role in building consumer trust and driving purchase decisions, while live hosts contribute to enhancing interaction and strengthening the emotional connection between the brand and customers. Furthermore, brand awareness formed through live streaming activities positively impacts customer loyalty. Overall, these three aspects are interrelated and have a significant influence on Miso Butik’s sales performance. The results of this study are expected to serve as a reference for online fashion businesses in optimizing their digital marketing strategies through Shopee Live.
Keywords
Brand Awareness; Digital Marketing; Live Host; Quality Products; Shopee Live
How to Cite

Wahyuningrum, et al. (2026). Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee. GEMILANG: Jurnal Manajemen dan Akuntansi, 6(2). https://doi.org/10.56910/gemilang.v6i2.3566

Wahyuningrum, Shinta; Satria Veriansyah Wiguna, "Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee," GEMILANG: Jurnal Manajemen dan Akuntansi, vol. 6, no. 2, 2026.

Wahyuningrum, Shinta; Satria Veriansyah Wiguna. "Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee." GEMILANG: Jurnal Manajemen dan Akuntansi, vol. 6, no. 2, 2026.

Wahyuningrum, Shinta; Satria Veriansyah Wiguna. "Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee." GEMILANG: Jurnal Manajemen dan Akuntansi 6, no. 2 (2026).

Wahyuningrum, et al. (2026) 'Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee', GEMILANG: Jurnal Manajemen dan Akuntansi, 6(2). doi: 10.56910/gemilang.v6i2.3566.

Wahyuningrum, Shinta; Satria Veriansyah Wiguna. Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee. GEMILANG: Jurnal Manajemen dan Akuntansi. 2026;6(2).

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