DAMAYANTI, BELA (2026) STRATEGI AFFILIASI TIKTOK DALAM MENINGKATKAN PENJUALAN TERHADAP BRAND KINGLUCKY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has significantly transformed digital marketing practices, particularly through the use of TikTok as a content-based promotional platform. One of the emerging strategies is the TikTok Affiliate program, which involves collaboration between brands and content creators to promote products through short-form videos integrated with direct purchasing features. This strategy enables product information to be delivered in a more personal, interactive, and experience-based manner, potentially increasing brand awareness, consumer trust, and purchase decisions. This research aims to describe the TikTok affiliate strategy implemented by the KingLucky brand in its digital marketing activities. The study applies digital marketing communication theory, influencer marketing concepts, and user-generated content perspectives that emphasize message authenticity, communicator credibility, and content relevance in shaping audience perception. The research uses a descriptive qualitative method with a constructivist paradigm. Data collection techniques include in-depth interviews with internal brand representatives, affiliates, and TikTok users as audience informants, supported by documentation of affiliate content. Data analysis follows the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The results show that KingLucky’s TikTok Affiliate strategy is implemented through product selection aligned with platform characteristics, affiliate selection based on audience relevance and content performance, creative freedom in content production, and periodic performance monitoring. Effective affiliate content generally includes direct product demonstrations, real usage experiences, and natural delivery without hard-selling approaches. This strategy has proven effective in increasing brand exposure, building consumer trust, and encouraging audience interaction and purchasing decisions. Keywords: TikTok Affiliate, digital marketing, influencer marketing, brand awareness, social media content. Perkembangan media sosial telah membawa perubahan signifikan dalam praktik pemasaran digital, khususnya melalui pemanfaatan platform TikTok sebagai media promosi berbasis konten. Salah satu strategi yang berkembang adalah program TikTok Affiliate, yaitu kerja sama antara brand dan kreator konten dalam mempromosikan produk melalui video pendek yang terintegrasi dengan fitur pembelian langsung. Strategi ini memungkinkan penyampaian informasi produk secara lebih personal, interaktif, dan berbasis pengalaman pengguna, sehingga berpotensi meningkatkan brand awareness, kepercayaan konsumen, serta keputusan pembelian. Penelitian ini bertujuan untuk mendeskripsikan bagaimana strategi afiliasi TikTok yang diterapkan oleh brand KingLucky dalam aktivitas pemasaran digitalnya. Penelitian ini menggunakan teori komunikasi pemasaran digital, influencer marketing, serta konsep usergenerated content yang menekankan pentingnya keaslian pesan, kredibilitas komunikator, dan relevansi konten dalam mempengaruhi persepsi audiens. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan paradigma konstruktivistik. Teknik pengumpulan data dilakukan melalui wawancara mendalam kepada informan internal brand, affiliator, serta pengguna TikTok sebagai audiens, dan diperkuat dengan dokumentasi konten affiliate. Analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi TikTok Affiliate KingLucky dijalankan melalui pemilihan produk yang sesuai dengan karakteristik platform, seleksi affiliator berdasarkan relevansi audiens dan performa konten, pemberian kebebasan kreatif dalam pembuatan konten, serta monitoring performa secara berkala. Konten affiliate yang efektif umumnya menampilkan demonstrasi produk secara langsung, pengalaman penggunaan nyata, serta penyampaian yang natural dan tidak bersifat hard selling. Strategi ini terbukti mampu meningkatkan eksposur merek, membangun kepercayaan konsumen, serta mendorong interaksi dan keputusan pembelian audiens. Kata kunci: TikTok Affiliate, pemasaran digital, influencer marketing, brand awareness, konten media social
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