Analisis Perkembangan Model Bisnis Social Commerce Melalui Strategi Live Shopping Dan Affiliate Marketing Pada Platform Tiktok Shop Di Indonesia
Abstract
Abstrak, Perkembangan teknologi digital mendorong pergeseran model bisnis e-commerce menuju social commerce, yaitu integrasi media sosial, hiburan, dan transaksi dalam satu ekosistem. TikTok Shop menjadi platform social commerce dengan pertumbuhan paling signifikan di Indonesia. Platform ini mengandalkan dua strategi utama: live shopping dan affiliate marketing. Penelitian ini menelaah bagaimana TikTok Shop mengembangkan model bisnis social commerce melalui kedua strategi tersebut, serta mengidentifikasi pengaruhnya terhadap perilaku konsumen digital dan transformasi bisnis digital di Indonesia. Penelitian menggunakan metode tinjauan literatur sistematis. Sumber data mencakup jurnal ilmiah nasional dan internasional terbitan 2021 hingga 2026 yang diperoleh dari Google Scholar, Scopus, dan repositori akademik bereputasi. Posisi strategis TikTok Shop dianalisis menggunakan kerangka SWOT. Hasil kajian menunjukkan bahwa live shopping efektif membangun keterlibatan konsumen secara langsung. Strategi ini memicu pembelian impulsif melalui kombinasi urgensi waktu dan kepercayaan yang terbentuk dari interaksi real-time antara penjual dan pembeli. Sementara itu, affiliate marketing memperluas jangkauan promosi secara masif melalui jaringan content creator dan influencer digital. Kedua strategi membentuk pola konsumsi baru yang bertumpu pada kepercayaan sosial, hiburan interaktif, dan kemudahan transaksi. Analisis SWOT mengidentifikasi keunggulan kompetitif TikTok Shop sekaligus tantangan yang dihadapi, termasuk isu regulasi dan persaingan platform. Penelitian ini memperkuat argumen bahwa social commerce bukan sekadar kanal penjualan, melainkan ekosistem bisnis yang mengintegrasikan konten, komunitas, dan konversi. Temuan ini dapat menjadi acuan strategis bagi pelaku UMKM, bisnis digital, dan pemangku kebijakan dalam merespons perkembangan social commerce di Indonesia.
Kata Kunci: Social Commerce, TikTok Shop, Live Shopping, Affiliate Marketing, Perilaku Konsumen Digital, Model Bisnis Digital.
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