Teknologi Live Streaming Agency" menjadi "Kapabilitas Inti dan Keunggulan Kompetitif Berkelanjutan Berbasis VRIO pada Live Streaming Agency PT Check Out Time (COT)

Authors

  • Brian Kalti Pranata Universitas Esa Unggul
  • Edi Hamdi Universitas Esa Unggul
  • Dimas Angga Negoro Universitas Esa Unggul
  • Muhammad Dhafi Iskandar Universitas Esa Unggul

DOI:

https://doi.org/10.55123/insologi.v4i6.6491

Keywords:

Internal Factors, Live Streaming Agency, E-Commerce, SWOT, VRIO, PT Check Out Time

Abstract

This study aims to analyze PT COT's internal factors by identifying its strengths and weaknesses, as well as evaluating its resources and capabilities using a SWOT analysis and the VRIO framework. The research method used was a descriptive qualitative case study approach, with data collected through interviews, observations, and documentation studies. The results indicate that PT COT possesses key strengths in the form of high-quality studios and production equipment, data analytics technology (BICOT), a competent production team, a relevant KOL network, pricing flexibility, content creativity, and strategic partnerships with major brands. However, its weaknesses include limited access to marketplace platforms and low brand awareness. Therefore, the recommended strategy is to strengthen digital marketing to increase brand visibility, expand business partnerships, and continue investing in technology and human resource development. This study confirms that PT COT has a strong internal foundation to compete in the e-commerce live streaming industry, but further optimization is needed to build a sustainable competitive advantage.

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Published

2025-12-20

How to Cite

Brian Kalti Pranata, Hamdi, E., Dimas Angga Negoro, & Muhammad Dhafi Iskandar. (2025). Teknologi Live Streaming Agency" menjadi "Kapabilitas Inti dan Keunggulan Kompetitif Berkelanjutan Berbasis VRIO pada Live Streaming Agency PT Check Out Time (COT) . INSOLOGI: Jurnal Sains Dan Teknologi, 4(6), 1486–1498. https://doi.org/10.55123/insologi.v4i6.6491

Issue

Vol. 4 No. 6 (2025): Desember 2025

Section

Articles

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Copyright (c) 2025 Brian Kalti Pranata, Edi Hamdi, Dimas Angga Negoro, Muhammad Dhafi Iskandar

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