ANALISIS STRATEGI KOMUNIKASI DAN KREATIVITAS KONTEN KREATOR DALAM MEMPROMOSIKAN PRODUK SHOPEE AFFILIATE MELALUI MEDIA SOSIAL

Farina Farina Praulina; Novi Marlena

doi:10.26740/jptn.v12n3.p415-421

Authors

Farina Farina Praulina Universitas Negeri Surabaya
Novi Marlena Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v12n3.p415-421

Keywords:

Communication Strategy, Creativity, Creator Content, product promotion, Shopee Affiliate, Social Media.

Abstract

This research aims to analyze the communication strategies and creativity of content creators in promoting products on social media, with a focus on the Shopee Affiliate program. Identify strategies and creative elements used by content creators to increase the effectiveness of product promotions on social media. This research uses observation and interview methods with four informants who are active as content creators on various social media platforms. Data was collected through observation, interviews and documentation. The research results show that content creators develop promotional media through the use of attractive visuals, educational content, language that is easy to understand, and the use of viral elements such as hashtags and popular sounds. These strategies help create interesting content and can increase engagement with the audience. The use of effective communication strategies and creativity in creating content has been proven to increase the success of Shopee Affiliate product promotions on social media. Content creators need to continue to innovate and follow trends to maintain the appeal of the content they create.

Downloads

Download data is not yet available.

References

Ahdiat, A. (2023, November 10). Tren Pengunjung E-Commerce Kuartal III 2023, Shopee kian melesat. Retrieved from Katadata: https://databoks.katadata.co.id/datapublish/2023/10/11/tren-pengunjung-e-commerce-kuartal-iii-2023-shopee-kian-melesat#:~:text=Menurut%20data%20SimilarWeb%2C%205%20situs%20e-commerce%20kategori%20marketplace,Shopee%20dan%20Blibli%2C%20sedangkan%20para%20p

Amabile, T. (1996). Creativity in Context: Update to the Social Psychology of Creativity. Westview Press.

Annur, C. M. (2023, September 26). Pengguna Instagram RI Tembus 100 Juta Orang per April 2023, Terbanyak ke-4 di Dunia. Retrieved from Katadata.

Arifin, A. (1994). Strategi Komunikasi. Bandung: Armico.

Belch, G. E, & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective.

Belch, G. E. (2018). Advertising and Promotion. In MeGraw, Advertising and Promotion : An Integrated Communications Perspective (p. 11 ed). New York: Hill Education.

Dhea A.S, N., & Amalia, D. (2023). Analisis Strategi Komunikasi Pemasaran Digital @surabayaterkini melalui Model AISAS pada Tiktok. Jurnal Ilmiah Ilmu Pendidikan, 6848-6853.

Diniati, A., Cristiana, E., Syifaa, M. A., & Setiawati, S. D. (2022). Analysis of Digital Public Relations Media Management on Instagram @riliv. Jurnal Komunikasi, 129-142.

Erfiana, W., & Purnamasari, D. (2023). Strategi Content Marketing Influencer Melalui Shopee Affiliate. Jurnal Ilmu Komunikasi.

Fazadina, D., & Rachmawati, I. (2020). Strategi Kreator dalam Membuat Konten Instagram.

Ghozali, I. (2018). In A. a. SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Hassan, H, & Akhtar, R. (2020). Impact of Fashion Bloggers on Pakistani Youth's Puchase Intentions . Journal of Public Affairs , 2066.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opptunities of Social Media. Business Horizons, 59-68. Retrieved from Business Horizinons.

Keinamada, S. G. (2021, February 9). Advislab. Retrieved from Mengapa mulai muncul keraguan atas online review dari influencer?: https://advislab.com/uncategorized/mengapa-mulai-muncul-keraguan-atas-online-review-dari-influencer/

Kominfo, P. (. (n.d.). Pengguna Internet di Indonesia 63Juta Orang. Retrieved from Website Resmi Kementrian Komunikasi dan Informatika RI: https://www.kominfo.go.id/index.php/content/detail/3415/kominfo+%3A+Pengguna+Internet+di+Indonesia+63+Juta+Orang/0/berita_satker

Kotler, P, & Armstrong, G. (2018). Principles of Marketing. Pearson.

Kotler, P. d. (2016). Kotler. In M. Pemasaran, Manajemen Pemasaran (p. jilid 1 Edisi 13). Jakarta: Erlangga.

Laela, E. N., Ardiansyah, A. a., & Pandu, A. W. (2023). SHOPEE AFFILIATOR MARKETING COMMUNICATION IN PROMOTING PRODUCT.

M, S. (2005). Corporate Turnaround and Financial distress. Managerial Auditing Journal, 304.

Martini, E., Wibowo, L. A., Rahayu, A., & Hurriyati, R. (2022). WEBSITE AS AN COMMUNICATION TOOL AND BRANDING STRATEGY IN TELECOMMUNICATION COMPANIES. Jurnal Manajemen Komunikasi, 81-90.

Noersabila a, E. L., a, A. A., & Witantra, A. P. (2023). SHOPEE AFFILIATOR MARKETING COMMUNICATION IN PROMOTING PRODUCT. Jurnal Inovasi dan Kreativitas.

Ramadhayanti, A. (2021). Pengaruh Komunikasi Pemasaran dan Affiliate Marketing terhadap Volume Penjualan. Jurnal Al-Kalam, 94-104.

Robert J., S. (1999). The Theory Of Successful Interlligence. Cambridge University Press.

Shopee. (2022). Shopee Affiliate Program. Retrieved from https://shopee.co.id/m/affiliateprogram

Smith, A. (2020). Social Media Marketing Strategies for the Future. Retrieved from The Power of Influence.

StarNgage. (2021, June 29). 25 Statistik Influencer Marketing 2021 yang Perlu Diketahui. Retrieved from StarNgage: https://starngage.com/25-statistik-influencer-marketing-2021-yang-perlu-diketahui/

Sternberg, R. J.,, & Lubart, T. I. (1999). The Concept of Creativity: Prospects and Paradigms. Handbook of Creativity, 3-15.

Sugiyono. (2018). Metode Penelitian Kualitatif. Bandung: Alfabeta.

Susanti, C. E., Srimulyani, V. A., Hermanto, Y. B., & Waloyo, L. A. (2023). Building Publik Satisfaction With Marketing Communication Strategy. Jurnal Manajemen Komunikasi, 136-156.

T. E., O. J., K. D., L. J., & L. T. (2018). A managerial and social networks perspective . Electronic commerce.

Tjiptono. (2005). Pemasaran Jasa. In Pemasaran Jasa. Malang: Bayumedia Publishing.