TikTok as an Affiliate Marketing Platform A Case Study on University Students Engagement with Social Media for Profit Generation

Abstract

The rapid development of digital technology, particularly social media, has opened up new opportunities for young people, including university students, to generate income. TikTok, as a leading short-video social media platform, is now widely used by students as a tool to run affiliate marketing businesses, utilizing TikTok Shop features. This study aims to analyze how students exploit TikTok for profit generation through affiliate marketing. The research employs a qualitative approach, with data collected through interviews, documentation, and observation. Interviews were conducted with students managing affiliate accounts to gain direct insights into their business strategies. Documentation and observation were used to analyze content, audience engagement, and trends on TikTok.

The results show that TikTok's algorithm, creativity in promotional content, and active interaction with audiences are key factors in the success of student affiliates. Utilizing popular trends and embedding soft-selling strategies into content narratives proved effective in increasing sales. For instance, the account @best.TikTokshop managed to generate around 200 million rupiah in revenue over a year, with a net profit of approximately 30 million rupiah. However, students face challenges such as reliance on the platform's algorithm and the constant pressure to produce engaging and relevant content. This research highlights TikTok's potential as a lucrative platform for students who can manage their content well and actively engage with their audiences.