Analysis of the Affiliate Marketing Strategy of Civil Apparatus in Tuban Regency as Affiliators in Increasing Product Sales on the Tiktok Platform
DOI:
https://doi.org/10.59890/ijsr.v4i4.2Keywords:
Affiliate Marketing, Civil State Apparatus (ASN), TikTok, Marketing Strategy, NVivoAbstract
This study analyzes the strategies and obstacles of the Civil State Apparatus (ASN) in Tuban Regency acting as affiliators on TikTok. Utilizing a descriptive-explanatory qualitative approach assisted by NVivo 15 software, this research reveals that ASN implement the "Defensive-Organic Bureaucratic Affiliate Model". In their content strategy, ASN focus on functional reviews of daily necessities and a soft-selling approach. Regarding the engagement strategy, they apply delayed responses and boycott the live-streaming feature to maintain institutional dignity. The personal branding strategy relies heavily on the Halo Effect of their bureaucratic status, which triggers absolute audience trust. Based on the SWOT analysis, the primary strength of ASN is social legitimacy, while their weaknesses lie in time constraints and technical infrastructure limitations. The main obstacles stem from dual-role conflicts, disciplinary regulations (Government Regulation No. 94 of 2021), and the fear of violating the public servant code of ethics. In conclusion, the rigidity of bureaucratic rules is paradoxically engineered into a Unique Selling Proposition (USP) that generates high conversion rates based on consumer trust rather than promotional aggressiveness.
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