Konten Personal Sebagai Strategi Soft Selling pada Video Tiktok Affiliate terhadap Audiens Gen Z
Kata Kunci:
TikTok Affiliate, Soft Selling, Konten Personal, Gen Z, Media SosialAbstrak
Perkembangan TikTok sebagai media sosial berbasis video pendek telah melahirkan model pemasaran baru melalui TikTok Affiliate, yang menggabungkan strategi promosi dengan konten personal. Namun, kajian akademik mengenai strategi soft selling berbasis konten personal dalam konteks ini masih terbatas, khususnya dalam memahami bagaimana pendekatan tersebut memengaruhi keterlibatan emosional dan persepsi Gen Z terhadap promosi produk. Penelitian ini bertujuan untuk mengeksplorasi bagaimana konten personal digunakan sebagai strategi soft selling yang efektif terhadap audiens Gen Z, yang cenderung kritis terhadap iklan eksplisit namun menghargai keaslian dan kedekatan emosional. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis isi terhadap video konten dari dua kreator TikTok, Reizuka Ari dan Natasha Surya. Hasil analisis menunjukkan bahwa Reizuka Ari menerapkan pendekatan naratif terstruktur dengan penyisipan produk secara eksplisit dan penggunaan call-to-action, sedangkan Natasha Surya mengandalkan narasi reflektif dan emosional dengan penyisipan produk yang implisit. Keduanya membangun kedekatan dengan audiens melalui interaksi parasosial dan gaya komunikasi yang autentik. Temuan ini memperkuat bahwa strategi soft selling berbasis konten personal tidak hanya membangun keterlibatan, tetapi juga memengaruhi persepsi dan keputusan pembelian Gen Z secara efektif. Oleh karena itu, konten personal menjadi jembatan antara hubungan emosional dan tujuan komersial dalam ekosistem pemasaran digital saat ini.
Unduhan
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