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All Journal Ranah Research : Journal of Multidisciplinary Research and Development
Al Haq, Tata Wine
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Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Analisis Strategi Komunikasi Digital Affiliator Pemasaran Fashion dan Beauty di Shopee Al Haq, Tata Wine; Supratman, Lucy Pujasari
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 6 No. 5 (2024): Ranah Research : Journal Of Multidisciplinary Research and Development (Juli 20
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v6i5.1006

Abstract

This research was conducted to find out the digital communication strategy that Affiliators have in marketing in the field of fashion and beauty on shopping sites on social media Instagram. Shopee is an e-commerce platform that offers online buying and selling transactions safely and reliably via cellphones. Shopee is the object of this research because Shopee has succeeded in marketing digitally to Indonesian consumers, one of which is its Shopee Affiliate program. In this study, we want to examine Affiliators who play a role in promotional activities where someone will sell other people's products and get a commission if a purchase occurs through our reference. This research uses an interview method with 9 active affiliates on Instagram social media. Based on the results of the analysis, there are two most dominant concepts in communication attractiveness, namely Rational and Emotional Attractiveness, while social media influencers have two high source credibility attitudes, namely Attractiveness and Trustworthiness.
Co-Authors Lucy Pujasari Supratman