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This study aims to examine the influence of host interaction and flash sale discounts on consumer interest in live shopping on Shopee among the community in Surabaya City. The research employs a quantitative approach using a structured questionnaire as the primary data collection method. A total of 96 respondents, all of whom actively engage in online shopping via Shopee, were selected as the study sample. Data analysis was conducted using SPSS, applying both t-tests and F-tests to evaluate the hypotheses. The t-test results reveal that host interaction significantly affects consumer interest, with a t-count value of 5.252 exceeding the t-table value of 1.986, and a significance level of 0.000, which is below the 0.05 threshold. Similarly, flash sale discounts also demonstrate a significant effect on consumer interest, with a t-count value of 3.217 surpassing the t-table value of 1.986, and a significance level of 0.002, indicating statistical significance. Furthermore, the F-test results indicate that host interaction and flash sale discounts have a simultaneous and significant influence on consumer interest, as evidenced by an F-count value of 26.37 exceeding the F-table value of 3.9434, with a significance level of 0.000. These findings suggest that both host interaction and flash sale discounts play a crucial role in shaping consumer purchasing interest during live shopping events. The results highlight the importance for resellers and online sellers to enhance host engagement skills and strategically implement time-limited discount offers to attract and retain consumers. In the increasingly competitive e-commerce environment, optimizing these two factors may significantly contribute to improving customer engagement and driving sales performance. This research provides practical insights for online retailers seeking to strengthen their marketing strategies on live shopping platforms

The digital era development brings many factors that influence people's purchase intention, especially through digital marketing communication content. This study aims to identify whether copywriting in TikTok hyalucera moisturizer The Originote partially and simultaneously affect public purchase intention using quantitative research methods. The population in this study involves people who have and have not become consumers of the product so that it is infinite with a sample of 100 respondents obtained through simple random sampling. The results of the research analyzed using the IBM SPSS Statistics 26 program show that the copywriting elements of attention (X1) and communicate (X2) have no positive and significant effect partially with a  value of 1.259 and a significance value of 0.211 for X1 and -0.519 with a significance value of 0.605 for X2. Meanwhile, the persuade (X3) and conviction (X4) variables have a positive and significant partial effect on people's purchase intention with a  value of 3.482 and a significance value of 0.001 for X3 and a  value of 3.958 with a significance value of 0.000 for X4. Copywriting elements simultaneously have a positive and significant effect on public purchase intention with an  value of 57.329 and a significance value of 0.000. Based on the coefficient of determination (R2) test, copywriting elements have a positive and significant effect on purchase intention (Y) of 70.7% with the remaining 29.3% influenced by other factors not included in this study. Suggestions that can be given for variables X1 and X2 are making titles using the 4 U's formula and creating message content using the you-orientation method because good copywriting not only persuades and convinces, but also must attract attention and communicate.

Indonesia faces challenges and opportunities in the digital era, where industry becomes a threat if human resources do not have sufficient skills to support this change. The digital industry offers great benefits if people have sufficient skills to engage in it. Many entrepreneurs have emerged in the digital era, generating income through online businesses or e-commerce. The use of this industry can provide optimal benefits, especially because the needs of modern humans are fast-paced and practical. Even though many people use gadgets with an internet connection, being just a spectator without actively participating in the digital era can cause losses. Sidingkat Village, which is rich in natural resource potential, especially ibus plants, has not utilized the internet optimally for development and marketing. Karang Taruna youth in this village have free time that has not been used productively. The aim of this Real Work Lecture (KKN) is to develop marketing of ibus plants and provide an understanding of online marketing media to Karang Taruna youth. The method used is the Participation Action Research (PAR) approach, which aims to increase public awareness of the potential and problems they have, as well as providing solutions through change programs. Through this approach, it is hoped that young people can be more productive and use their free time more effectively in the digital era