Heterogenitas Konten dan Presentasi Diri Afiliator TikTok Berpengikut Kecil: Studi Kasus Tunggal
DOI:
https://doi.org/10.55681/ijssh.v4i3.4550Keywords:
Tiktok Affiliate, Self-Presentation, Personal Experience, Content HeterogeneityAbstract
This study explains how a TikTok affiliate creator with a small following maintains communicative consistency while producing heterogeneous content. It uses a qualitative single-case design of one anonymized account, referred to as A1. The data comprise all eleven posts the account published from June to August 2026, TikTok Analytics, TikTok Shop records, and semi-structured interviews with the creator via WhatsApp and face to face. The analysis compares themes, personal experience, self-presentation, communication style, and performance across posts within the same account. The content moves across travel, hijab and fashion, beauty, lifestyle, entertainment, personal activities, and event contexts. Across these shifts, the creator repeatedly appears as the visual center and brings everyday experience into each context. Performance is uneven: one post received about 71.6 thousand likes, 98.8% of all likes recorded for the eleven posts, while the other ten received between 36 and 338. The creator reads this unevenness as part of a cycle of evaluation and learning. In this case, communicative consistency lies in the practice of self-presentation rather than in topical uniformity.
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