MARCELINA, DINDA (2024) STRATEGI KOMUNIKASI AFFILIATOR TIKTOK @HELLOWCULL DALAM MEMPROMOSIKAN PRODUK DI MEDIA SOSIAL TIKTOK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The Affiliator phenomenon emerges from societal trends, where individuals and groups utilize affiliate programs as a strategy to generate income. Currently, many people have joined as Affiliators, leading to increasingly intense competition in the Affiliator industry. TikTok Affiliators work by promoting their own or others' products through video content uploaded on TikTok, featuring a yellow shopping cart in the content. One TikTok user who has become an Affiliator is Dina Fitriana, known by her TikTok account @hellowcull, who focuses on mom-and-kids fashion, teenage girls, and beauty content creation. This study aims to examine the communication strategies used by TikTok Affiliator @hellowcull in promoting products on TikTok. The study applies the Integrated Marketing Communication (IMC) theory using a descriptive qualitative research method. The findings reveal that TikTok Affiliator @hellowcull, or Dina Fitriana, has effectively implemented communication strategies across the planning, execution, and evaluation stages. TikTok Affiliator @hellowcull effectively employs a communication mix strategy by creating content with captivating titles, using trending sounds, incorporating relevant hashtags, and building interactive relationships with the audience through the comments section or response content.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Fenomena Affiliator muncul dari trend masyarakat, yang mana masyarakat baik individu maupun kelompok memanfaatkan program Afiliasi sebagai bentuk strategi mereka untuk mendapatkan penghasilan. Saat ini banyak orang yang bergabung menjadi Affiliator. Maka persaingan di dunia Affiliator semakin ketat. Cara kerja Affiliator Tiktok yaitu mempromosikan produk milik sendiri atau orang lain melalui konten video yang diunggah di Tiktok dengan menyertakan keranjang kuning di konten tersebut. Salah satu pengguna Tiktok yang bergabung menjadi Affiliator yaitu Dina Fitriana atau nama akun Tiktok @hellowcull berfokus pada fashion mom and kids, remaja perempuan, dan beauty content creator. Pada penelitian ini, peneliti ingin mengetahui bagaimana strategi komunikasi yang digunakan oleh Affiliator Tiktok @hellowcull dalam mempromosikan produk di media sosial Tiktok. Penelitian ini menggunakan Teori Integrated Marketing Communication (IMC) atau Komunikasi Pemasaran Terpadu dengan metode penelitian kualitatif deskriptif. Adapun hasil penelitian menjelaskan bahwa Affiliator Tiktok @hellowcull atau Dina Fitriana telah menerapkan strategi komunikasi mulai dari tahap perencanaan, tahap pelaksanaan, dan tahap evaluasi dengan baik. Affiliator Tiktok @hellowcull menerapkan strategi bauran komunikasi dengan baik, dengan membuat konten dengan judul menarik, menggunakan sound yang sedang viral, menggunakan hashtag yang relevan, dan membangun hubungan yang interaktif dengan audiens melalui kolom komentar atau konten balasan. | ||||||
| Uncontrolled Keywords: | Affiliate, Affiliator, Communication Strategy Affiliate, Affiliator, Strategi Komunikasi | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Dinda Marcelina | ||||||
| Date Deposited: | 02 Jun 2025 02:53 | ||||||
| Last Modified: | 02 Jun 2025 07:16 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49166 |
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