Strategi Komunikasi Afiliator L-Men Dalam Video Di Tiktok Pada Program Afiliasi L-Men Creator Crew

Abstract

Penelitian ini menganalisis strategi komunikasi afiliator L-Men dalam video di TikTok pada Program L-Men Creator Crew. Latar belakang penelitian adalah perbedaan capaian afiliator meskipun mereka mempromosikan produk yang sama. Penelitian bertujuan membandingkan strategi komunikasi video afiliator pemenang dan non-pemenang. Penelitian menggunakan metode kualitatif deskriptif komparatif. Data diperoleh melalui observasi konten TikTok, wawancara semi-terstruktur, dan dokumentasi digital terhadap enam afiliator pada Maret–Juni 2026. Data dianalisis melalui analisis konten, komentar audiens, dan Teori Naratif Walter R. Fisher. Model Komunikasi Schramm digunakan sebagai kerangka bantu. Hasil menunjukkan afiliator pemenang menghubungkan produk dengan pengalaman pribadi, aktivitas olahraga, penjelasan produk, dan visual penggunaan. Konten mereka memunculkan respons audiens yang lebih beragam. Konten afiliator non-pemenang lebih banyak menampilkan produk atau promo dengan respons audiens terbatas. Strategi promosi perlu memadukan informasi produk, pengalaman afiliator, visual, dan ruang interaksi agar pesan relevan bagi audiens.

This study analyzes video communication strategies of L-Men affiliates on TikTok in the L-Men Creator Crew program. The study was prompted by different affiliate performances despite promoting the same product. It compares the strategies of winning and non-winning affiliates. A comparative descriptive qualitative method was used. The datas were collected through TikTok content observation, semi-structured interviews, and digital documentation involving six affiliates from March to June 2026. Content and audience comments were analyzed using Walter R. Fisher’s Narrative Theory, while Schramm’s Communication Model served as a supporting framework. Winning affiliates linked products with personal experience, exercise activities, product explanations, and usage visuals. Their content generated more varied responses. Non-winning affiliates more often focused on product displays or promotions and received limited responses. Affiliate promotion needs product information, affiliate experience, visuals, and interaction to make messages relevant to audiences.