Program Shopee Affiliate sebagai Gaya Hidup Masyarakat Konsumen dan Para Affiliator (Studi Deskriptif pada Mahasiswa Universitas Sumatera Utara)

Abstract

The rapid development of technology has helped support the rise of e-commerce in Indonesia, which is growing every day and is encouraging capitalists to race for profits. E-commerce is not a stranger amongst the community is Shopee, which succeeded in occupying the first position of other e-commerce. The emerging competition in support of shopee creates a new strategy that is in great demand today's generations especially students is the Shopee Affiliate program. The affiliate program is not much different from the advertisements on television, it's the same as the product marketing that affiliates do and move on the affiliate's social media. The study aims to determine the impact of the Shopee Affiliate program on the lifestyle of affiliates and students of the University of North Sumatra. This research uses Jean Baudrilard's simulacra theory and uses qualitative research methods using purposive sampling techniques, whereas in data collection techniques are performed by means of observations, interviews, and documentation. The location of the research was conducted at the University of North Sumatra, in the field town of North Sumatera. The results of the research show that the activities of the affiliate shopee program have a varied impact, as the activities that take place on social media encourage affiliates to create promotional content that sometimes does not match the reality and succeed in creating a simulacra space that promotes the emergence of media hyperreality. In addition to the way the affiliate has managed to become a student reference group in meeting the needs of today's lifestyle so as not to be left behind and remain trendy. The program also affects the lifestyle of affiliates where they also have an independent lifestyle that sometimes leads to more consumerism.