Analisis Penjualan Produk Skincare Somethinc melalui Live Streaming pada Platform Digital TikTok

The beauty product business has become increasingly popular today. Various beauty brand with different purposes have emerged and successfully attracted consumers. One of the most prominent beauty brand with a large consumer base is Somethinc. This study aims to analyze the sales of Somethinc skincare products through live streaming on the digital platform TikTok. The research was conducted using a qualitative descriptive approach, with data obtained through digital observation and analysis. The study's findings show that on the TikTok platform, Somethinc reached up to 57.3 million viewers and successfully sold 3.9 million skincare products. The most popular product among consumers was facial serum, with approximately 500,000 units sold. In 2022, Somethinc’s skincare sales reached IDR 53.2 billion. The marketing strategy behind Somethinc’s success in selling skincare products through live streaming on TikTok and other platforms involves flash sale programs and a communication strategy based on the AIDA (Attention, Interest, Desire, Action) model. Additionally, Somethinc frequently offers large discounts to loyal customers and potential buyers, especially during special events such as year-end sales or specific promotional dates, effectively capturing the attention of potential customers.