Syafar, Agung Muhammad (2025) Pengelolaan Tiktok Dalam Komunikasi Pemasaran Digital Di Tiktok Shop Affiliate. Other thesis, Universitas Islam Riau.

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Abstract

This study focuses on the management of TikTok in digital marketing communication on TikTok Shop Affiliate. The growth of the internet in the current era has transformed the role of social media as a tool for delivering digital marketing communication to capture the attention of audiences in promoting products. One such platform is TikTok, a social media platform used as a marketing tool, particularly for online businesses at present. TikTok is one of the most popular short-video-based social media platforms, offering significant opportunities for businesses and affiliates to market products in a more creative and interactive manner through video content. The influence of TikTok on digital marketing today includes new approaches such as the impact of affiliate marketing on product purchases in TikTok Shop, where an affiliate running TikTok Affiliate content earns commissions for each product promoted through their user account. This study aims to examine the strategies used by affiliates who have earned commissions in managing their TikTok Affiliate social media accounts. The research method employed is a qualitative descriptive approach, with data collection methods including observation, interviews, and documentation. The results of the study indicate that TikTok Affiliate users manage their TikTok Affiliate accounts in accordance with the concept of social media management strategies, which consist of three stages: 1) Planning stage, 2) Activation and monitoring stage, and 3) Optimisation stage. TikTok Affiliate is managed very well, making it easier for audiences who wish to shop online.

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