Shopee Affiliate Program: Analysis of Influencer Content Marketing Strategy on Instagram

Main Article Content

Cindhy Nurkolifah Siti Ariani
Rina Suthia Hayu

Keywords

Shopee Affiliate Program, Content Marketing Influencer, Instagram

Abstract

The aim of this research is to analyze influencer content marketing strategies that utilize Instagram in the Shopee affiliate program. The type of research used is qualitative with a content analysis approach. Primary data was obtained directly from observations of phenomena and interviews with research subjects. Meanwhile, secondary data was obtained from the results of researchers' literature studies by collecting data from books, the internet and journals related to the research topic. The research results show that the influencer content marketing strategy on Instagram is an effective method for promoting and carrying out Shopee Affiliate Program activities. Support from influencers who apply stealth marketing techniques, both nano-influencers and macro-influencers are able to create interesting and persuasive content which can actually increase the attractiveness of the products being advertised.

Abstract 120 | PDF Downloads 0

References

Alkhafagi, Y. A. M., & Alsiede, Y. A. H. (2022a). Is the Stealth Marketing an Element of Promotion Mix? A Review of the Techniques. Webology, 19(1), 6246–6266.
Alkhafagi, Y. A. M., & Alsiede, Y. A. H. (2022b). Role of Stealth Marketing in Customer Engagement. Webology, 19(1), 6267–6291.
Asri, R. (2020). Membaca Film Sebagai Sebuah Teks: Analisis Isi Film “Nanti Kita Cerita Tentang Hari Ini (NKCTI). Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 1(2), 74–86.
Burhanuddin, A. A. (2020). Analisis Isi Pesan Dakwah pada Media Sosial Instagram dalam Akun Kartun Muslimah. Institut Agama Islam Negeri Parepare.
Campbell, C., & Farrell, J. R. (2020). More Than Meets The Eye: The Functional Components Underlying Influencer Marketing. Business Horizons, 63(4), 469–479.
Erfiana, W., & Purnamasari, D. (2023). Strategi Content Marketing Influencer Melalui Shopee Affiliate Program pada Instagram. Jurnal Ilmiah Komunikasi Makna, 11(2), 30–47.
Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content Marketing in E-Commerce Platforms in the Internet Celebrity Economy. Industrial Management & Data Systems, 120(3), 464–485.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating The New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25.
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif, 15(1), 133–146.
Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying Influencers on Social Media. International Journal of Information Management, 56, 102246.
Ho, J., Pang, C., & Choy, C. (2020). Content Marketing Capability Building: A Conceptual Framework. Journal of Research in Interactive Marketing, 14(1), 133–151.
Huang, Y.-T., & Su, S.-F. (2018). Motives for Instagram Use and Topics of Interest Among Young Adults. Future Internet, 10(77), 1–12.
Liu, L., & Fang, C.-C. (2020). Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing. International Journal of Human Resource Studies, 10(1), 201–222.
Miller, R., & Lammas, N. (2010). Social Media and its Implications for Viral Marketing. Asia Pacific Public Relations Journal, 11(1), 1–9.
Pahlevi, R. (2022). Pendapatan Shopee Meningkat 64% (YOY) pada Kuartal I 2022. Databooks.Katadata. https://databoks.katadata.co.id/
Pandrianto, N., & Sukendro, G. G. (2018). Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement. Jurnal Komunikasi, 10(2), 167. https://doi.org/10.24912/jk.v10i2.2619
Prathama, M. F., Putra, R. I., Dahroni, A., & Putra, E. (2021). Penerapan Metode Pemasaran Affiliate pada Digital Marketing Sistem Informasi Penerimaan Mahasiswa Baru. INTEK: Jurnal Informatika Dan Teknologi Informasi, 4(1), 52–57.
Putri, S. I., Yulianti, E., Saputra, G. G., & Ningrum, H. F. (2022). Faktor Penentu Minat Beli Konsumen Melalui E-Commerce Berbasis Marketplace. Jurnal Ilmiah Poli Bisnis, 14(1), 29–40.
Rizaty, M. A. (2023). Pengguna Instagram di Indonesia Capai 109,3 Juta per April 2023. Dataindonesia. https://dataindonesia.id/digital/detail/pengguna-instagram-di-indonesia-capai-1093-juta-per-april-2023
Shopee, A. (2023). Affiliate Marketing Solution. Seller.Shopee. https://seller.shopee.co.id/edu/article/11241
Syafitri, R. (2023). Content Marketing, Marketing Strategy in the Digital Era. Umsida. https://umsida.ac.id/strategi-content-marketing-instagram/#:~:text=Dalam teori content marketing yang,keunikan%2C emosi%2C dan intelegensi
Wang, R., & Chan-Olmsted, S. (2020). Content Marketing Strategy of Branded Youtube Channels. Journal of Media Business Studies, 17(3), 294–316.
Wijayanti, R. A. F. D. (2022). Keabsahan Perjanjian dalam Program Shopee Affiliate. Universitas Islam Malang.
Winarso, B. (2021). 5 Program Affiliate Indonesia, Peluang Dapat Duit Online Tanpa Modal. Dailysocial. https://dailysocial.id/post/program-affiliate-indonesia
Yanti, I., Nasution, M. I. P., & Sundari, S. S. A. (2022). Peran Shopee Affiliate Terhadap Peluang Kerja. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 1(1), 68–71