Eksplorasi Strategi Afiliasi Dalam Shopee Affiliates Program

Rofifah, Jihan (2022) Eksplorasi Strategi Afiliasi Dalam Shopee Affiliates Program. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Shopee Indonesia menjadi e-commerce yang menduduki peringkat teratas dalam kategori belanja di PlayStore dan AppStore. Untuk memperluas jaringan bisnisnya, Shopee menciptakan program Shopee Affiliate Program. Di Indonesia affiliate marketing baru ramai dibicarakan pada akhir tahun 2020, saat Shopee merilis Shopee Affiliates Program. Shopee Affiliates Program merupakan kegiatan pemasaran yang menghubungkan Shopee Seller, afiliasi dan pelanggan. Kegiatan pengiklanan para afiliasi tidak terlepas dari digital marketing. Digital marketing yang diterapkan dalam program ini berupa content marketing dan influecer marketing Tujuan penelitian ini adalah untuk mengetahui strategi afiliasi dalam Shopee Affiliates Program. Penelitian ini merupakan penelitian eksplorasi kualitatif yang menggunakan metode penelitian in-depth interview kepada 10 afiliasi dan seorang expert dalam digital merketing mengingat keterbatasan penelitian terdahulu mengenai Affiliates Program. Penelitian ini akan berfokus kepada tiga analisis utama yaitu analisis personal preference seorang afiliasi dalam memilih produk, analisis content marketing dan analisis influencer marketing yang mereka lakukan. Urgensitas dilakukannya penelitian ini karena program afiliasi sudah dilakukan oleh beberapa platform, sementara penelitian mengenai affiliate marketing di Indonesia masih sangat terbatas. Hasil penelitian ini menunjukkan bahwa dalam memilih produk afiliasi mempertimbangkan komisi, reward, dan penilaian pembeli. Selain itu afiliasi juga memilih produk yang mereka pakai dan gunakan. Konten yang populer untuk mengiklankan produk afiliasi adalah konten yang merekomendasikan produk, review produk dan unboxing produk. Selain itu, setiap platform seperti Tiktok, Instagram dan Twitter memiliki perlakuan yang berbeda terkait followers. Sehingga dalam Tiktok akun non-influencer bisa menjangkau lebih banyak audiensi. Penelitian ini dapat menjadi kebaruan dalam ilmu marketing mengenai affiliate marketing. Hasil penelitian ini diharapkan menjadi implikasi manajerial bagi Shopee, Shopee Seller yang ingin memperluas jangkauan produk dan meningkatkan penjualan serta untuk mereka yang ingin mendaftar menjadi seorang afiliasi Shopee.
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Shopee Indonesia has become an e-commerce that ranks at the top in the shopping category on the PlayStore and AppStore. To expand its business network, Shopee created the Shopee Affiliate Program. In Indonesia, affiliate marketing was only being talked about at the end of 2020, when Shopee released the Shopee Affiliates Program. Shopee Affiliates Program is a marketing activity that connects Shopee Sellers, Affiliates, and customers. Affiliate advertising activities are inseparable from digital marketing. Digital marketing implemented in this program is in the form of content marketing and influencer marketing. The purpose of this research is to find out the Affiliate strategy in the Shopee Affiliates Program. This research is qualitative exploratory research that uses in-depth interview methods with 10 affiliates and an expert in digital marketing considering the limitations of previous research regarding the Affiliates Program. This research will focus on three main analyzes, namely personal preference analysis of an Affiliate in choosing products, content marketing analysis, and influencer marketing analysis they do. This research is urgent because several platforms have carried out the Affiliate program, while research on affiliate marketing in Indonesia is still minimal. The results of this study indicate that in choosing Affiliate products, consider commissions, rewards, and buyer ratings. In addition, Affiliates also choose the products they use and use. Popular content to advertise Affiliate products is content that recommends products, product reviews, and product unboxing. In addition, each platform such as Tiktok, Instagram, and Twitter has a different treatment regarding followers. So that in Tiktok non-influencer accounts can reach more audiences. This research can be a novelty in marketing science regarding affiliate marketing. The results of this study are expected to be managerial implications for Shopee, and Shopee Sellers who want to expand product reach and increase sales as well as for those who want to register to become a Shopee Affiliate.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	affiliates marketing, content marketing, influencer marketing, personal preference
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	14 Oct 2025 00:57
Last Modified:	14 Oct 2025 00:57
URI:	http://repository.its.ac.id/id/eprint/128587

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