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All Journal Fokus Ekonomi AKADEMIK: Jurnal Mahasiswa Humanis
Natasha, Sheila
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Religion Humanities Economics, Econometrics & Finance Education Social Sciences

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Representasi Social Commerce dalam Video Pendek TikTok: Studi Eksploratif Strategi Komunikasi Pemasaran Voucher Makanan pada Konten Affiliator TikTok Go (Studi Kasus Tiga Brand Kategori F&B pada TikTok) Natasha, Sheila
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 5 No. 3 (2025): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v5i3.1641

Abstract

The rapid growth of social commerce in Indonesia has been significantly driven by the increasing popularity of TikTok as a short-video platform for promotional purposes. Responding to this trend, TikTok introduced the TikTok Go affiliate program, enabling content creators to act as affiliates by promoting Food & Beverage (F&B) products through personal storytelling and persuasive narratives. This study explores the marketing communication strategies implemented by TikTok Go affiliates in promoting food vouchers. Using a qualitative approach with content analysis, three short TikTok videos from affiliates representing different F&B market segments (KFC economic, Pepper Lunch mid-range, Holycow! premium) were purposively selected based on criteria such as duration under 60 seconds, explicit mention of vouchers, and inclusion of affiliate links. Analysis was conducted using the AIDA (Attention, Interest, Desire, Action) model to examine visual presentation, personal narratives, and call-to-action (CTA) effectiveness. Findings indicate that soft selling combined with authentic storytelling and appealing food visuals effectively engages audiences, particularly in generating interest and driving purchase actions. The use of clear CTAs, integration of Online-to-Offline (O2O) strategies, and adaptation to brand-specific price segments enhanced conversion potential. These results offer practical insights for F&B brands in designing affiliate content that maximizes audience engagement while maintaining narrative authenticity across various market segments.
SUPERVISOR SUPPORT AS A KEY FACTOR IN MEDIATING BURNOUT AGAINST EMPLOYEE TURNOVER INTENTION OF PT. PERINTIS KARYA SENTOSA SEMARANG Natasha, Sheila; Pudjiarti, Emiliana Sri
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol 19, No 1: June 2024
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/fe.19.1.125-135

Abstract

In this current work environment, the role of supervisor support as a mediator in overcoming burnout and its impact on employee turnover intention is the main focus. This research tries to explore the relationship between burnout, job insecurity, and turnover intention, as well as the mediating role of supervisor support. Through research conducted on 80 employees of PT. Perintis Karya Sentosa Semarang, and data is processed using PLS 3.0 software. The research results show that there is a significant negative influence between supervisor support on turnover intention. Furthermore, it was found that job insecurity and burnout had a positive and significant relationship to turnover intention. These results underline the important role of supervisor support as a key factor in mediating the impact of burnout on employee turnover intention.
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