STRATEGI MARKETING DIGITAL DALAM MENJAGA KEPERCAYAAN AFFILIATOR (STUDI KASUS BRAND ONIKEO)

Abstract

The development of digital marketing has encouraged brands to utilize various digital communication strategies to build and maintain sustainable relationships with affiliates. Although previous studies have examined digital communication and affiliate marketing, research specifically focusing on digital marketing strategies employed by brands to maintain affiliate trust remains limited. This study aims to analyze the digital marketing strategies implemented by Onikeo Brand in maintaining affiliate trust and to identify the challenges encountered during the implementation of its affiliate program. This study employed a qualitative approach using a case study method. Data were collected through observation, in-depth interviews, and documentation, and were analyzed using data reduction, data display, and conclusion drawing, with data validity ensured through triangulation. The findings indicate that Onikeo Brand's digital marketing strategies include providing clear information, maintaining continuous coordination, conducting regular evaluations, offering support to affiliates, and utilizing WhatsApp and TikTok as communication platforms. These strategies contribute to maintaining affiliate trust and supporting the sustainability of the partnership. The challenges identified include delayed responses, differences in information interpretation, and the potential for miscommunication. This study concludes that digital marketing strategies supported by effective digital communication play a significant role in maintaining affiliate trust within the digital marketing ecosystem.