Pilihan Rasional Nano-Influencer Menjadi Affiliator Dalam Program Shopee Affiliate

M Fahrul Raihan, Fahrul (2025) Pilihan Rasional Nano-Influencer Menjadi Affiliator Dalam Program Shopee Affiliate. S1 thesis, Universitas Andalas.

	Text (COVER ABSTRAK) COVER DAN ABSTRAK.pdf - Published Version Download (247kB)
	Text (BAB 1 PENDAHULUAN) BAB 1 PENDAHULUAN.pdf - Published Version Download (370kB)
	Text (BAB AKHIR) BAB AKHIR.pdf - Published Version Download (100kB)
	Text (DAFTAR PUSTAKA) DAFTAR PUSTAKA.pdf - Published Version Download (168kB)
	Text (SKRIPSI FULL) SKRIPSI MFAHRUL RAIHAN FIX (1).pdf - Published Version Restricted to Repository staff only Download (2MB)

Abstract

M. FAHRUL RAIHAN, 2010812042, Departemen Sosiologi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Andalas, Judul Skripsi: Pilihan Rasional Nano-Influencer Menjadi Affiliator Dalam Program Shopee Affiliate. Pembimbing I Drs. Rinaldi Eka Putra, M.Si. Pembimbing II Indah Sari Rahmaini, S.Sos., MA. ABSTRAK Penelitian ini membahas tentang pilihan rasional nano-influencer untuk menjadi afiliator dalam program Shopee Affiliate, khususnya di kategori fesyen. Fenomena meningkatnya partisipasi mereka menarik untuk dikaji karena melibatkan keputusan strategis dalam memanfaatkan peluang ekonomi digital. Latar belakang ini memunculkan rumusan masalah mengenai faktor-faktor yang mendorong mereka menjadi afiliator, bagaimana mereka memanfaatkan sumber daya yang dimiliki, dan bagaimana pilihan tersebut berhubungan dengan peran mereka dalam memengaruhi keputusan pembelian pengikut. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara mendalam terhadap lima nano-influencer di Kota Padang. Selain itu, dilakukan juga observasi terhadap aktivitas media sosial mereka. Analisis data menggunakan teori pilihan rasional James Coleman, yang menjelaskan bahwa individu bertindak berdasarkan kalkulasi rasional untuk mencapai tujuan tertentu. Informan penelitian mencakup lima nano-influencer sebagai informan pelaku, dan pengikut mereka sebagai informan pengamat. Hasil penelitian menunjukkan bahwa keputusan nano-influencer menjadi afiliator adalah tindakan yang rasional dan strategis dalam konteks ekonomi digital. Mereka mempertimbangkan berbagai faktor seperti potensi pendapatan dari komisi, fleksibilitas kerja, kesesuaian aktivitas afiliasi dengan minat pribadi, serta peluang membangun personal branding. Selain itu, mereka memanfaatkan berbagai sumber daya, termasuk modal sosial (jaringan dan pengikut), modal simbolik (reputasi digital), dan modal budaya (pengetahuan fesyen dan kemampuan membuat konten) untuk meningkatkan efektivitas promosi. Kesimpulannya, program Shopee Affiliate tidak hanya menjadisumber pendapatan alternatif, tetapi juga sarana untuk aktualisasi diri dan penguatan posisi sosial mereka dalam dunia digital. Kata Kunci: Pilihan Rasional, Nano-Influencer, Shopee Affiliate, Afiliasi, Pemasaran Digital ii M. FAHRUL RAIHAN, 2010812042. Department of Sociology, Faculty of Social and Political Sciences, Andalas University, Thesis Title: The Rational Choice of Nano-Influencers to Become Affiliators in the Shopee Affiliators Program. Advisor I Drs. Rinaldi Eka Putra, M.Si. Advisor II Indah Sari Rahmaini, S.Sos., MA. ABSTRACT This study explores the rational choice of nano-influencers to become affiliates in the Shopee Affiliate Program, specifically within the fashion category. Their growing participation is a compelling phenomenon to examine, as it involves a strategic decision to capitalize on digital economic opportunities. This background leads to a research problem concerning the factors that drive them to become affiliates, how they utilize their resources, and the relationship between their choice and their role in influencing their followers' purchasing decisions. This research employs a qualitative approach using in-depth interviews with five nano-influencers in Padang City, complemented by observations of their social media activities. Data analysis is based on James Coleman's Rational Choice Theory, which explains that individuals act according to a rational calculation to achieve specific goals. The study’s informants include five nano-influencers as the primary actors and their followers as observer informants. The findings indicate that the nano-influencers’ decision to become affiliates is a rational and strategic action within the digital economy. They consider various factors such as potential income from commissions, work flexibility, the alignment of affiliate activities with personal interests, and opportunities to build a personal brand. Furthermore, they leverage several resources, including social capital (networks and followers), symbolic capital (digital reputation), and cultural capital (fashion knowledge and content creation skills) to enhance their promotional effectiveness. In conclusion, the Shopee Affiliate Program not only serves as an alternative income source but also as a means for self-actualization and solidifying their social position in the digital world. Keyword: Rational Choice, Nano-Influencer, Shopee Affiliate, Affiliate Marketing, Digital Marketing

Actions (login required)

View Item