Analisis Strategi Komunikasi Pemasaran Terpadu Gen-Z sebagai Affiliator TikTok Produk Kosmetik Lokal

Lapatui, Angel (2026) Analisis Strategi Komunikasi Pemasaran Terpadu Gen-Z sebagai Affiliator TikTok Produk Kosmetik Lokal. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan media sosial telah mendorong transformasi komunikasi pemasaran menuju praktik social commerce, salah satunya melalui program TikTok Affiliate. Dalam konteks tersebut, Generasi Z berperan sebagai affiliator yang tidak hanya mempromosikan produk, tetapi juga membangun hubungan dengan konsumen melalui komunikasi yang autentik dan interaktif. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran terpadu (Integrated Marketing Communication/IMC) yang diterapkan oleh Generasi Z sebagai affiliator TikTok dalam mempromosikan produk kosmetik lokal Emina. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Informan penelitian terdiri atas enam affiliator TikTok Generasi Z yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan model interaktif Miles, Huberman, dan Saldana yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan affiliator telah mengimplementasikan enam elemen IMC, yaitu periklanan, promosi penjualan, hubungan masyarakat dan publisitas, penjualan personal, pemasaran langsung, serta pemasaran interaktif. Elemen yang paling dominan adalah periklanan, promosi penjualan, dan pemasaran interaktif yang diwujudkan melalui konten autentik, pemanfaatan fitur affiliate link, TikTok Live, serta komunikasi dua arah dengan audiens. Temuan penelitian juga menunjukkan bahwa Generasi Z tidak hanya berperan sebagai penjual, tetapi sebagai komunikator digital yang membangun kepercayaan, memberikan edukasi produk, serta menciptakan keterlibatan konsumen melalui electronic word of mouth (e-WOM). Penelitian ini memperkuat konsep IMC dalam konteks social commerce dengan menunjukkan bahwa efektivitas komunikasi pemasaran digital dipengaruhi oleh integrasi konten, personal branding affiliator, algoritma platform, dan interaksi komunitas digital. Kata kunci: Komunikasi pemasaran terpadu, Generasi Z, TikTok affiliator, kosmetik lokal, Emina / The rapid growth of social media has transformed marketing communication into social commerce, particularly through the TikTok Affiliate program. In this context, Generation Z affiliates not only promote products but also establish consumer relationships through authentic and interactive communication. This study aims to analyze the implementation of Integrated Marketing Communication (IMC) strategies by Generation Z as TikTok affiliates in promoting Emina, a local cosmetic brand. The study employed a qualitative descriptive approach. Six Generation Z TikTok affiliates were selected as informants using purposive sampling. Data were collected through observation, in-depth interviews, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data reduction, data display, and conclusion drawing. The findings reveal that Generation Z affiliates implemented all six IMC elements, namely advertising, sales promotion, public relations and publicity, personal selling, direct marketing, and interactive marketing. The most dominant elements were advertising, sales promotion, and interactive marketing, which were manifested through authentic content, the utilization of affiliate links, TikTok Live features, and two-way communication with audiences. Furthermore, the study found that Generation Z affiliates function not merely as product sellers but as digital communicators who build trust, provide product education, and foster consumer engagement through electronic word of mouth (e-WOM). These findings reinforce the IMC concept within the social commerce environment by demonstrating that the effectiveness of digital marketing communication depends on the integration of content, affiliate personal branding, platform algorithms, and digital community interaction. Keywords: Integrated Marketing Communication, Generation Z, TikTok Affiliate, local cosmetics, Emina

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