DIGITAL MARKETING STRATEGIES BASED ON LIVE STREAMING AND AI RECOMMENDATION IN ENHANCING CONSUMER TRUST IN CULINARY MSMEs

Authors

  • Diah Pradiatiningtyas Universitas Bina Sarana Informatika, Indonesia
  • Lina Ayu Safitri Universitas Bina Sarana Informatika, Indonesia
  • Chriswardana Bayu Dewa Universitas Bina Sarana Informatika, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v10i2.20175

Abstract

The development of digital marketing has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media, live streaming, and Artificial Intelligence (AI) technologies to improve consumer interaction. Previous studies have primarily focused on the quantitative effectiveness of promotional activities, while in-depth investigations concerning consumer experiences and customer trust toward the combination of live streaming and AI recommendation systems remain limited. This study aims to analyze how digital
marketing strategies based on live streaming and AI recommendations shape consumer trust, particularly in culinary MSMEs. This research employed a qualitative case study approach. Data were collected through in-depth interviews, social media observations, and digital documentation. Informants consisted of culinary MSME owners, social media administrators, and active
consumers using TikTok Shop and Instagram Live. Data were analyzed using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The findings reveal that real-time interactions during live streaming enhance consumers’ emotional closeness, while AI recommendations support promotional personalization and increase purchase interest. The novelty
of this study lies in the integration of live-streaming marketing and AI recommendation systems as a strategy for building customer trust in local culinary MSMEs.

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Published

2026-06-23

How to Cite

Diah Pradiatiningtyas, Safitri, L. A., & Chriswardana Bayu Dewa. (2026). DIGITAL MARKETING STRATEGIES BASED ON LIVE STREAMING AND AI RECOMMENDATION IN ENHANCING CONSUMER TRUST IN CULINARY MSMEs. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.20175

Issue

Vol. 10 No. 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

Section

Articles

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