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All Journal Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi
Shekina Naomi Sherafim Mesah
Universitas Kristen Indonesia
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Other

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Analisis Strategi Komunikasi Affiliator Dalam Konten Promo Tanggal Kembar (Studi Pada Akun TikTok Eddena Store) Shekina Naomi Sherafim Mesah; Helen Diana Vida
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 3 (2026): EduTIK : Juni 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i3.447

Abstract

ABSTRAK               Penelitian ini bertujuan untuk menganalisis strategi komunikasi marketing affiliate dalam memanfaatkan momentum promo tanggal kembar di tahun 2025 pada akun TikTok @Eddena_Store. Fokus penelitian ini menyoroti bagaimana bisnis produk alat kesehatan yang kaku dan formal dikomunikasikan secara persuasif di platform media sosial TikTok. Menggunakan metode kualitatif studi pada akun TikTok, data dikumpulkan melalui observasi digital serta wawancara mendalam bersama pihak internal (afiliator dan admin) dan empat penonton. Hasil penelitian yang dianalisis menggunakan konsep The Circular Model of SoMe menunjukkan bahwa pada pilar Share, Optimize, dan Manage, Eddena Sore berhasil membangun kepercayaan publik lewat kombinasi validitas data dan storytelling personal. Penelitian ini menyimpulkan bahwa meskipun teknik simplifikasi pesan dan promosi efektif mendongkrak minat beli, hambatan komunikasi saat promo besar tetap memaksa konsumen bergerak mandiri demi mendapatkan kejelasan informasi produk yang dibutuhkan.  ABSTRACT               This study aims to analyze the affiliate marketing communication strategies used to capitalize on the promotional momentum of double-digit dates in 2025 on the TikTok account @Eddena_Store. The focus of this study highlights how a business selling rigid and formal health products is communicated persuasively on the TikTok social media platform. Using a qualitative study method on the TikTok account, data was collected through digital observation as well as in-depth interviews with internal parties (affiliates and admins) and four viewers. The research findings, analyzed using the Circular Model of Social Media, indicate that within the Share, Optimize, and Manage pillars, Eddena Store successfully built public trust through a combination of data validity and personal storytelling. This study concludes that while message simplification and promotional techniques effectively boost purchase interest, communication barriers during major promotions still force consumers to take matters into their own hands to obtain the product information they need.
Co-Authors Helen Diana Vida