Strategi Konten Affiliator Gen Z dalam Mempromosikan Produk Fashion di TikTok Shop

Sitanggang, Rula Aprilia (2026) Strategi Konten Affiliator Gen Z dalam Mempromosikan Produk Fashion di TikTok Shop. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui secara mendalam strategi konten yang dirancang dan diimplementasikan oleh Generasi Z sebagai afiliator TikTok Shop dalam mempromosikan produk fashion. Penelitian ini menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif dan metode fenomenologi. Data dikumpulkan melalui wawancara mendalam dengan enam informan yang berasal dari berbagai wilayah di Indonesia dan telah tergabung dalam program TikTok Shop Affiliate. Hasil penelitian menunjukkan bahwa strategi konten yang diterapkan oleh affiliator Generasi Z tidak hanya berfokus pada aktivitas promosi produk fashion semata, tetapi juga pada penyampaian pesan yang informatif, menarik, dan disesuaikan dengan kebutuhan serta karakteristik audiens di media sosial. Strategi tersebut dilakukan melalui penyesuaian konten terhadap karakteristik audiens, penggunaan visual dan estetika pada konten, penerapan gaya komunikasi, penggunaan hook dan teks, penerapan soft selling dan kejujuran, adaptasi terhadap tren, konsistensi unggahan, serta upaya mempertahankan perhatian audiens. Dengan demikian, penelitian ini menjelaskan bahwa strategi konten tidak hanya digunakan sebagai sarana promosi produk fashion, tetapi juga sebagai bentuk komunikasi digital yang memadukan strategi, kreativitas, dan membangun kedekatan dengan audiens. Kata Kunci : Strategi Konten, Komunikasi Digital, Affiliate Marketing, TikTok Shop, Generasi Z. / This study aims to gain an in-depth understanding of the content strategies designed and implemented by Generation Z as TikTok Shop affiliates in promoting fashion products. This study used a qualitative approach with a descriptive research type and phenomenological method. Data were collected through in-depth interviews with six informants from various regions in Indonesia who have joined the TikTok Shop Affiliate program. The results show that the content strategies implemented by Generation Z affiliates are not only focused on fashion product promotion activities alone, but also on delivering informative, engaging messages tailored to the needs and characteristics of the audience on social media. This strategy is carried out through adjusting content to audience characteristics, using visuals and aesthetics in the content, implementing communication styles, using hooks and text, implementing soft selling and honesty, adapting to trends, posting consistency, and efforts to maintain audience attention. Thus, this study explains that content strategies are not only used as a means of promoting fashion products, but also as a form of digital communication that combines strategy, creativity, and building closeness with the audience. Keywords : Content Strategy, Digital Communication, Affiliate Marketing, TikTok Shop, Generation Z

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