Shopee Affiliate Viral Marketing Potential  as a Promotional Media

Tessalonica Meliyan Cuendista; Defi Purnamasari

Tessalonica Meliyan Cuendista Dian Nuswantoro University
Defi Purnamasari Dian Nuswantoro University

Keywords: Digital Marketing, E-commerce, Potential, Shopee Affiliates, Viral Marketing

Abstract

Knowing about fashion trends is also important when it comes to impulse buying because people who have a strong emotional attachment to a particular trend have a higher probability of buying it. Programs that help support increased revenue, such as Shopee Affiliate, have a greater chance of success by encouraging insiders to use the Shopee platform to share product information and generate more sales. This study aims to find out how potential viral marketing is in the Shopee Affiliates program as a promotional medium for users of the Shopee Affiliates program. This study uses a qualitative method with a descriptive approach by using data source triangulation, in-depth interviews, observations, and documentation. The subjects of this research are Shopee Affiliates users (content creators/influencers). The results of this study indicate that Viral Marketing at Shopee Affiliates has the potential to be a promotional medium for the public on social media because this program makes it easy to promote and share products that consumers want through the referral link provided by Shopee. Shopee Affiliates also have benefits for users because they get commissions in the program. The limitations of this research only cover the Shopee Affiliate Program created by Shopee as a digital promotional medium. The conclusion from this research is that this type of viral marketing is often used by influencers to carry out promotional activities in the Shopee Affiliates program, thus creating potential in the program.

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