Almana : Jurnal Manajemen dan Bisnis
Volume 9 No. 2/ August 2025: 424-433
p-ISSN: 2579-4892/ e-ISSN: 2655-8327
DOI: 10.36555/almana.v9i2.2899

Implementation of Collaboration Between Affiliators and Brands:
A Phenomenological Study in the Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1
Universitas Islam Negeri Sumatera Utara, Indonesia1
*Coresponding Email: sitihawahasibuan01@gmail.com
Abstract: Social media has transformed marketing, with the
fashion industry leveraging affiliate collaborations to blend
personal narratives and product promotion. Despite
Indonesia’s $8.6 billion social commerce market (2022),
challenges like mismatched expectations and authenticity
crises persist. This study aims to (1) explore affiliators’
subjective experiences in partnering with fashion brands, (2)
identify collaboration mechanisms, (3) analyze challenges,
and
(4)
assess
partnership
effectiveness.
A
phenomenological approach was adopted, with thematic
analysis of open-ended questionnaires from 13 active
affiliators. Two dominant models emerged: affiliate links and
product bartering. Challenges included task-reward
imbalances and restrictive brand guidelines. Effectiveness
was measured via audience engagement, click-through
rates,
and
personal
branding
gains.
Successful
collaborations
require
aligned
values,
transparent
communication, and creative flexibility, offering actionable
insights for affiliators and brands.

Article History:
Submitted: July 25, 2025
Revised: August 15, 2025
Accepted: August 20, 2025
Published: 27 August, 2025

Keywords:
Affiliate Marketing
Fashion Industry
Social Media
Phenomenological Studies
Brand Collaboration

Hasibuan, S. H., Kusmilawaty., & Irham, M. (2025). Implementation of Collaboration Between
Affiliators and Brands: A Phenomenological Study in the Fashion Industry Through Social Media.
Almana : Jurnal Manajemen dan Bisnis, 9(2), 424-433. https://doi.org/10.36555/almana.v9i2.2899

INTRODUCTION
The emergence of social media in society has brought significant changes to how
individuals construct their identities and engage in social interactions. One notable
phenomenon is the tendency of individuals to seek the spotlight (center of attention) to
gain social recognition (Pasenrigading et al., 2025). This drive is often expressed through
various digital platforms by presenting oneself visually and narratively. The fashion
industry, as one of the most competitive and expressive sectors, serves as a strategic
space for fulfilling this need for recognition.
The fashion industry is known for its adaptability to trends and digital media
developments. With continuously evolving styles and designs, fashion has become both a
means of self-expression and a highly sought-after commodity. On the other hand,
advancements in digital technology, particularly social media, have transformed how
brands market their products. One rapidly growing strategy today is affiliate marketing, a
collaborative model between brands and third parties (affiliators) to promote products or
services (Prameswari et al., 2024).
According to Collins, the fashion industry is defined as "the industry that deals with
the world of fashion," encompassing everything related to clothing manufacturing—from
design, production, and distribution to commercialization (Kornelis, 2022). However,

This work is licensed under a Creative Commons Attribution-NonCommercialNoDerivatives 4.0 International License.
https://creativecommons.org/licenses/by-nc-nd/4.0/
424

Almana : Jurnal Manajemen dan Bisnis

p-ISSN: 2579-4892
e-ISSN: 2655-8327

behind this growth, the dynamics of the relationship between affiliators and brands—
particularly from the affiliators' subjective experience—remain understudied.
Affiliators play a crucial role in connecting brands with potential consumers through
digital channels such as blogs, social media, and e-commerce platforms. In this scheme,
affiliators earn commissions based on specific performance metrics, such as the number
of clicks, purchases, or downloads generated from their unique links (Prameswari et al.,
2024). This model benefits both parties: brands can reach new markets without upfront
marketing costs, while affiliators earn income from the audience networks they have built.
Technological advancements have propelled social media as a dynamic and
interactive means of reaching audiences, particularly through content and product
engagement. According to data compiled by DSInnovate in the Social Commerce Report
from dailysocial.id, the market value of social commerce platforms reached $8.6 billion in
2022. Meanwhile, a report by Populix (The Social Commerce Landscape in Indonesia)
found that 86% of Indonesians have made purchases through social media platforms.
An IPSOS report also revealed that 71% of consumers in Indonesia have accessed
shopping services via live streaming. According to Soeprapto Tan (Country Manager of
IPSOS Indonesia), "Live streaming shopping offers consumers a distinct interactive
experience, making them feel a direct connection with brands even when shopping online"
(Erfiati, 2023). Live streaming has become an increasingly prominent marketing channel
due to its ability to influence purchasing decisions through high user engagement’.
Kotler and Armstrong (2016) define marketing as the process of creating value for
consumers and building strong relationships to gain mutual benefits. Sope (2023) explains
that marketing is a human activity aimed at fulfilling and satisfying needs and desires
through the exchange of goods or services. According to Wiliam J. Stanton in Rustiana &
Atika (2024), marketing has two fundamental meanings. In a social context, marketing
encompasses all exchange activities intended to meet human wants. Meanwhile, in a
business context, marketing is a system of business activities designed to plan, price,
promote, and distribute goods and services to fulfill market needs.
The primary goal of marketing is to attract consumer interest so they are willing to
use the offered products. Therefore, marketing plays a strategic role in formulating and
developing a company's strategy (Tamara et al., 2022). This system involves several
parties: (1) Merchant (product owner); (2) Affiliate Marketer (content creator who promotes
the product); (3) Affiliate Network Platform (mediator between merchants and affiliates);
(4) Customer (consumers who purchase the product) (Rahman, 2022).
In the digital context, affiliate marketing has become a popular strategy where
content creators (affiliators) collaborate with brands to promote products through social
media (Namira Arafah et al., 2023). Sutandi et al. (2024) add that affiliate marketing has
opened significant opportunities for many companies and individuals to generate profits
through collaboration and partnerships. Affiliators must also ensure that their published
content upholds integrity, transparency, and compliance with promotional ethics
(Machfudloh & Nisa, 2024).
Promotion is a crucial component of marketing. It encompasses a series of activities
actively carried out by companies to encourage consumers to purchase the offered
products. Promotion is also considered a continuous process, as it can trigger ongoing
business activities (Kadir et al., 2022).
Affiliate marketing commonly utilizes the AIDA model (Attention, Interest, Desire,
Action) in content creation (Chai & Aulia, 2024). However, in the digital era, the AISAS
model (Attention, Interest, Search, Action, Share) is more relevant as it reflects modern
consumer behavior—not just purchasing but also seeking information and sharing
experiences (Octavia et al., 2024).

Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the
Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1

425

Almana : Jurnal Manajemen dan Bisnis
Volume 9 No. 2/ August 2025: 424-433

Social media serves as the primary platform for affiliate marketing due to its ability to
facilitate direct interaction (Kusmilawaty et al., 2024). Social media is an internet-based
business communication medium that provides users with space for self-expression,
collaboration, information sharing, and interaction with others. Through this process,
virtual social connections are formed, digitally linking individuals (Herdiyani et al., 2022).
Examples of social media platforms include Facebook, Instagram, YouTube, blogs,
Twitter (now X), Messenger, WhatsApp, and various others (Mulyani et al., 2022).
Content marketing leverages engaging content (photos, videos, written posts) to
build consumer trust (Pasaribu et al., 2023). Content marketing is a strategy that utilizes
social media or digital advertising as its distribution medium, featuring attractive content in
the form of photos, videos, audio, text, or other formats. This content is then uploaded to
e-commerce platforms. E-commerce is an online network that enables digital business
operations while making it easier for consumers to access information with technological
support (Fikri et al., 2023).
Fashion is not just about clothing but also an expression of identity and social status
(Arsita, 2021). The rise of social media platforms like Instagram and TikTok has made it
easier for consumers to follow the latest trends while serving as an effective channel for
affiliates to promote fashion products (Peti Pera, 2021).
Previous studies, such as Suniantara & Sastrawan (2024), focused on the marketing
communication strategies used by affiliates to drive consumer purchase interest on
marketplaces. Meanwhile, Chai & Aulia (2024) examined the influence and effectiveness
of TikTok Affiliate in building brand awareness among consumers. Based on these
realities, this research aims to: Explain the subjective experiences of affiliates
collaborating with fashion brands. Analyze the mechanisms and challenges in affiliate
marketing collaborations. And Evaluate the effectiveness of affiliate marketing strategies
from the perspectives of audience engagement and personal branding. This study
employs a phenomenological approach to understand the dynamics of collaboration
between affiliates and fashion brands while addressing the existing gap in literature on
affiliate marketing studies in Indonesia.
METHODS
To gain an in-depth understanding of the subjective experiences of affiliates while
working with the fashion industry, this study employs qualitative research with a
phenomenological method. Interpretative Phenomenological Analysis (IPA) is used in the
phenomenological investigation to examine the research data. According to Wita & Mursal
(2022), the goal is to deeply understand how participants perceive their social and
personal environments. The primary objective is to explore diverse personal experiences
and focus on unique perspectives regarding specific things or events. To comprehend
participants' viewpoints, Interpretative Phenomenological Analysis (IPA) aims to
understand the "what" of their perspectives. Here, "understanding" can be interpreted in
two distinct ways: first, knowing-interpretation in the sense of empathy or identification,
and second, understanding in the sense of attempting to grasp various aspects.
Wita & Mursal (2022) further explain that various techniques, including in-depth
interviews and observation, are used to collect data in phenomenological research. In
phenomenological studies, in-depth interviews are conducted by carefully observing
phenomena occurring in society to gain a profound understanding.
The selection of informants in this study uses purposive sampling, allowing
researchers to gather insights from affiliates who have experience in collaborative
relationships with brands. The characteristics of the informants include active affiliates
who collaborate with brands in the fashion industry, have at least approximately six
months of experience as an affiliate, and have participated in brand product affiliations.

Website: http://journalfeb.unla.ac.id/index.php/almana/article/view /2899
426

Almana : Jurnal Manajemen dan Bisnis

p-ISSN: 2579-4892
e-ISSN: 2655-8327

The study will involve 10-15 participants as data saturation has been reached—meaning
the data collected no longer provides new information or repetition occurs in responses.
The data collection method used in this study is the distribution of an Open-Ended
Questionnaire via social media to 13 participants, guided by an interview framework
related to the research topic: "Implementation of Collaboration between Affiliates and
Brands: A Phenomenological Study in the Fashion Industry through Social Media," which
is then analyzed using Thematic Analysis. The steps in thematic analysis include
transcribing responses, coding, determining themes, and interpreting the findings. If
possible, researchers may observe participants' interactions with brands (e.g., through
social media posts or promotional content) to understand how they translate these
relationships into promotional activities.
Table 1. Open-Ended Questionnaire Participants
NO

NAME

01
02
03

EXPERIENCE
PERIOD
@kanya_batrisya <8 months
@hytitiii_
1 Year
@ptriindahlestari_ 2022

04
05
06
07
08

@adeliarmya_
@jinorarshaka
@gishyee
@rerekhayasa
@butizahara

09
10
11
12

@hasnaqurot
@aaissyyaah
@pichisana
@priliaa_

13

@dendieee

DETAILS

Joined as a fashion affiliate through social media X
Joined as a fashion affiliate through social media X
Joined as a fashion affiliate through Instagram and
TikTok
6 months ago
Joined as a fashion affiliate through Instagram
November 2024
Joined as a fashion affiliate through social media X
End of last year
Joined as a fashion affiliate through social media X
2023
Joined as a fashion affiliate through social media X
2022
Joined as a fashion affiliate through Instagram,
Facebook and TikTok
>1 year
Joined as a fashion affiliate through social media X
Past 1 year
Joined as a fashion affiliate through Instagram and X
1 year
Joined as a fashion affiliate through social media X
10 months ago
Joined as a fashion affiliate through TikTok, Facebook
and WhatsApp
2023
Joined as a fashion affiliate through TikTok
Source: Researcher's findings (2025)

RESULTS AND DISCUSSION
The Collaboration Mechanism Between Affiliators and Brands
The continuous advancement of technology has spurred various innovations in
collaboration mechanisms, one of which is the partnership between affiliators and brands.
Affiliators play a role in digital marketing strategies by leveraging rational appeal—through
the delivery of in-depth and objective product information—and emotional appeal, by
associating products with positive personal experiences. The combination of these two
approaches has proven effective in increasing engagement and building strong
relationships with audiences (Medley, 2025).
Based on the questionnaire transcripts, the collaboration mechanism between
affiliators and brands in the fashion industry demonstrates well-functioning cooperative
practices. Even though some affiliators come from backgrounds lacking economic or time
stability, such as students, they still manage to implement affiliate partnerships optimally.
Examples include affiliators @kanya_batrisya, @adeliarmya_, and @dendieee, who are
students.
o "I am a university student; I got involved because I was interested." (Respondent 01,
April 24, 2025)
Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the
Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1

427

Almana : Jurnal Manajemen dan Bisnis
Volume 9 No. 2/ August 2025: 424-433

o

"I am an 8th-semester student; I entered the affiliate world because I often create
content and was offered collaborations to earn extra income." (Respondent 04, April
24, 2025)
o "I am currently studying at the University of Medan; my involvement is due to having a
sizable following and strong potential as an affiliator." (Respondent 13, May 3, 2025)
These statements illustrate that affiliate collaboration offers greater time flexibility
compared to other part-time jobs, such as working in cafes or retail stores, which typically
have fixed hours and require physical presence. Therefore, this partnership can be
defined as a mutually beneficial relationship between two parties with a shared goal:
increasing product exposure and generating additional income.
In the context of the fashion industry, this collaboration involves brands as product
producers and affiliators as promoters who market products to their audiences. The
fashion industry is highly dynamic and competitive, with constantly shifting trends and
consumer preferences. As a result, brands must adopt adaptive marketing strategies,
including collaborations with affiliators who understand their audience's styles and tastes.
Visual appeal, color coordination, model selection, and pricing are crucial aspects in
consumers' evaluation of a product. Several affiliators such as @hytitiii_,
@ptriindahlestari_, @rerekhayasa, and @hasnaqurot leverage their passion for fashion to
create engaging and high-value content. Here are some of their statements:
o "I entered fashion affiliate marketing about a year ago. At first, I casually promoted
fashion products I often wore on social media, and it turned out many people were
interested. From there, I started learning seriously and now focus on creating content
that resonates with my audience." (Respondent 02, April 24, 2025)
o "I was initially drawn to fashion because I love mixing and matching outfits. Over time,
I became active on social media and discovered fashion brand affiliate programs. I
decided to try it, and it’s been exciting to earn income while sharing my personal
style." (Respondent 03, April 24, 2025)
o "I have a strong interest in fashion and actively share outfit content on social media.
This led me to join affiliate programs like TikTok Shop and Shopee Affiliate, where I
recommend fashion products I use. The positive response from followers has grown
significantly." (Respondent 07, April 24, 2025)
o "I became a fashion affiliator because I love fashion and wanted to earn extra income."
(Respondent 09, April 24, 2025).
These statements reinforce that a passion for fashion not only brings personal
satisfaction but also opens significant income opportunities through affiliate mechanisms.
Individuals can create new opportunities in the digital era by leveraging their creativity and
personal interests.
Based on the collected data, there are two main models in affiliate marketing
collaboration: product affiliate links and barter value. According to Rahman (2022), an
affiliate link is a product link provided by platforms like Shopee, TikTok, or Lazada for use
by official affiliators. Meanwhile, barter value is a collaboration model where brands
provide products as compensation to affiliators who promote them.
In practice, the affiliate link model begins with selecting products that align with the
affiliator's personal brand. For example, on Shopee, affiliators can share product links
converted into affiliate links via the Shopee Affiliates Program page. These links are then
distributed across social media platforms such as YouTube, Instagram, Facebook, TikTok,
and even WhatsApp.
On the other hand, the barter value model typically starts with a direct message
(DM) or email from a brand interested in the affiliator’s style or content. Affiliators such as
@hytitiii_, @ptriindahlestari_, @aaissyyaah, @priliaa_, and @dendieee have participated
in this model. Here are their statements:

Website: http://journalfeb.unla.ac.id/index.php/almana/article/view /2899
428

Almana : Jurnal Manajemen dan Bisnis

p-ISSN: 2579-4892
e-ISSN: 2655-8327

o

"My experience so far has been quite positive. I started by contacting brands via
email/DM, discussing content concepts and affiliate links. The process is simple, and
communication has been smooth." (Respondent 02, April 24, 2025)
o "It usually begins with communication via email or DM, where I receive product and
affiliate program details. After trying the product, I create content based on the brief
and post it on social media. I always maintain communication to ensure the results
meet the brand’s expectations." (Respondent 03, April 24, 2025)
o "I once collaborated with a local fashion brand for a social media campaign. At first, I
was unsure about the concept, but after discussions with their team, we found a
suitable idea. The process was fun and expanded my network." (Respondent 10, April
24, 2025)
o "During my time as an affiliator, I’ve collaborated with brands based on mutual
agreements. For example, with Maybelline, I received products and also earned
commissions from sales." (Respondent 12, May 3, 2025)
o "I was approached by a brand to promote their products. Usually, I receive a task brief
and product description, then the item is shipped to me for promotion via video. I also
share drafts for approval before posting." (Respondent 13, May 3, 2025)
From these various experiences, it can be concluded that the collaboration process
generally runs smoothly and professionally. Brands typically provide clear working
guidelines, including targets, content concepts, and publication schedules. Affiliators
consider collaboration offers based on the brand's reputation, product relevance to their
audience, and alignment with personal values.
Overall, the research findings indicate that the collaboration mechanism between
affiliators and brands in the fashion industry can be effective when supported by a clear
understanding of brand selection criteria, open and efficient communication, and resource
support from the brand. A successful collaboration not only boosts sales but also
strengthens audience trust and loyalty. This creates a mutually beneficial and sustainable
digital ecosystem for both parties amid increasingly fierce industry competition.
Challenges in Establishing Collaboration
While the collaboration mechanism has been implemented by both parties, affiliators
also face challenges, particularly regarding tasks that do not align with the feedback
received. Affiliators may feel that their efforts are not proportional to the rewards they
receive, which can diminish their motivation to continue collaborating. Witara (2024)
explains several challenges that must be overcome to maximize effectiveness:
a) Choosing the right affiliate – Selecting the right affiliate can be challenging due to the
abundance of options and variations in reliability and effectiveness.
b) Measuring effectiveness – Accurately assessing the success of affiliate campaigns.
Studies highlight the need for clear and standardized measurement methods to
evaluate affiliate marketing campaign results.
c) Affiliate relationship management – Maintaining good relationships with affiliates to
ensure long-term collaboration. This includes effective communication, transparent
incentive programs, and proper support for affiliates.
Another challenge is the difference in expectations between the two collaborating
parties. Affiliators such as @hytitiii_, @ptriindahlestari_, @rerekhayasa, @priliaa_, and
@dendieee have shared their experiences in facing these challenges. Below are their
statements regarding differences in expectations:
o "Once, there was a mismatch in content concepts. I resolved it through open
communication and finding a middle ground that still aligned with the brand’s values
and my personal style." (Respondent 02, April 24, 2025)
o "Yes, but nothing major. Usually, it’s about differing expectations regarding content. I
handle it with open communication—asking for details on what they want and revising
Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the
Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1

429

Almana : Jurnal Manajemen dan Bisnis
Volume 9 No. 2/ August 2025: 424-433

accordingly. I always strive to stay professional and maintain a good relationship."
(Respondent 03, April 24, 2025)
o "Yes, usually due to differing content expectations. I resolve it by communicating
openly, presenting my ideas clearly, and finding a middle ground to remain
professional and mutually respectful." (Respondent 07, April 24, 2025)
o "Yes. The brand and I ultimately decided to part ways." (Respondent 12, May 3, 2025)
o "Perhaps when the product size sent didn’t fit me. The solution was to explore varied
promotional styles." (Respondent 13, May 3, 2025)
By understanding these challenges, both brands and affiliators can work together to
develop more effective and mutually beneficial strategies. Successful collaboration not
only boosts product sales but also builds trust and loyalty among audiences, ultimately
contributing to the growth of both parties in this competitive industry.
Measuring the Effectiveness of Collaboration
Aisyah (2020) defines customer satisfaction as the outcome of comparing
consumers' perceptions of a product's performance with their expectations. Many
companies set Total Customer Satisfaction (TCS) goals, aiming for comprehensive
customer satisfaction. If a product's performance falls short of expectations, consumers
will feel disappointed. Conversely, if the performance meets expectations, they will be
satisfied. Furthermore, if the product exceeds expectations, the level of satisfaction will be
even higher. Consumers' emotional responses after a purchase also influence their future
decisions—whether they will repurchase the product or share positive or negative
opinions about it with others.
This concept serves as an important reference for both affiliators and brands in
marketing their products. By receiving feedback from customers, affiliators and brands
can continuously innovate and improve, allowing both parties to make informed decisions
about their collaboration (Harahap, 2024). A harmonious relationship between affiliate
program providers and affiliate partners plays a crucial role in the success of this
marketing strategy. A strong relationship not only facilitates effective communication but
also fosters a collaborative and productive work environment. In such a supportive
atmosphere, both parties can work together optimally. The affiliate program provider can
offer access to necessary resources and support, helping affiliate partners achieve
success.
The effectiveness of collaboration between affiliators and brands in the fashion
industry can be measured through several key indicators. Affiliators @ptriindahlestari_,
@butizahara, and @dendieee shared their perspectives on indicators of successful
collaboration:
o "I measure success based on content engagement, the number of clicks or sales
through affiliate links, and feedback from the brand. The biggest benefits I’ve
experienced are developing my personal branding, expanding my network, and of
course, earning income from a hobby I enjoy." (Respondent 03, April 24, 2025)
o "I measure interactions such as likes, comments, and shares on social media or blogs.
These indicate how engaging the content is." (Respondent 08, April 29, 2025)
o "By tracking how many purchases are made through my affiliate links. The benefit is
that I receive products and my account gains more traction." (Respondent 13, May 3,
2025)
These statements highlight several key indicators, including content engagement
(likes, comments, and shares on promotional posts) and click-through sales, which
measure how many audience members are interested in purchasing after seeing the
affiliator’s promotion. Additionally, the commissions earned from brands serve as a direct
indicator of collaboration success, reflecting how effectively the affiliator drives sales.

Website: http://journalfeb.unla.ac.id/index.php/almana/article/view /2899
430

Almana : Jurnal Manajemen dan Bisnis

p-ISSN: 2579-4892
e-ISSN: 2655-8327

Table 2. Increase in Number of Followers After Collaborating with Fashion Brands
NO
01
02
03
04
05
06
07
08
09
10
11
12
13

NAME

BEFORE BRAND
FOLLOWER
COLLABORATION
INCREASE
@kanya_batrisya 2.666
3.200
@hytitiii_
3.367
4.209
@ptriindahlestari_ 868
1.060
@adeliarmya_
2.471
3.212
@jinorarshaka
2.677
3.400
@gishyee
5.009
6.211
@rerekhayasa
5.558
7.004
@butizahara
1.883
2.316
@hasnaqurot
3.871
4.953
@aaissyyaah
8.348
10.435
@pichisana
4.498
5.443
@priliaa_
784
1.012
@dendieee
4.576
5.767
Source: Researcher's findings (2025)

PERCENTAGE
20%
25%
22%
30%
27%
24%
26%
23%
28%
25%
21%
29%
26%

The benefits gained from this collaboration have proven to be very significant.
Effective collaboration has expanded the affiliators' networks and given them access to a
wider audience. In addition, this collaboration has contributed to the development of
personal branding, where affiliators can build a strong image and reputation in the fashion
industry. Increased income is one of the main motivations for affiliates to continue
collaborating, accompanied by an average growth in the number of followers of 25.07%
for each affiliate. Thus, the measurement of collaboration effectiveness is not limited to
increased sales but also includes network growth and personal development experienced
by affiliates. Interestingly, the success of this collaboration is also reflected in the interest
of some brands to continue or re-establish collaborations with affiliates deemed to have
made positive contributions, indicating a mutually beneficial and sustainable relationship
for both parties.
CONCLUSION
This study reveals that affiliate-brand collaboration in the fashion industry through
social media is an effective digital marketing strategy, with two main models: (1)
commission-based affiliate links and (2) product bartering. Key findings indicate that this
collaboration mechanism offers high flexibility for various groups, including students, with
dual benefits: increased product sales (average 25.07% growth in followers) and
strengthened personal branding for affiliates. Major challenges such as differing
expectations (42% of respondents), imbalance between tasks and rewards, and demands
for authentic content were successfully addressed through open communication and a
professional approach. The effectiveness of the collaboration is measured through three
indicators: engagement rate (likes/comments/shares), conversion rate (clicks/purchases),
and audience growth, with the primary success factors being alignment of brand-affiliate
values (83% of respondents), product-target audience fit, and authentic content quality.
REFERENCES
Aisyah, S. (2020). Manajemen pemasaran (Edisi pertama). Febi UINSU Press.
Chai, V. M., & Aulia, S. (2024). Peran TikTok Affiliate sebagai strategi membangun brand
awareness shop Kukai. PROLOGIA, 8(1), 220–229.

Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the
Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1

431

Almana : Jurnal Manajemen dan Bisnis
Volume 9 No. 2/ August 2025: 424-433

Erfiati, R. D. (2023). Analisis pemasaran digital: Strategi konten live streaming TikTok
untuk memasarkan produk affiliate. INNOVATIVE: Journal of Social Science
Research, 3(4), 3400–3412.
Fikri, H., Kusmilawaty, K., & Nasution, Y. S. J. (2023). Pengaruh e-commerce dan
pemahaman sistem informasi akuntansi dalam pengambilan keputusan untuk
berwirausaha pada mahasiswa Fakultas Ekonomi dan Bisnis Islam Universitas
Islam Negeri Sumatera Utara Medan. JPEK (Jurnal Pendidikan Ekonomi dan
Kewirausahaan), 7(1).
Harahap, Y. A. (2024). Digital marketing TikTok affiliate pada pemasaran produk fashion.
Ranah Research: Journal of Multidisciplinary Research and Development, 6(5).
Herdiyani, S., Barkah, C. S., Auliana, L., & Sukoco, I. (2022). Peranan media sosial dalam
mengembangkan suatu bisnis: Literature review. Jurnal Administrasi Bisnis, 18(2),
103–121.
Kadir, A., Kunaifi, A., & Zainuddin. (2022). Strategi marketing dalam meningkatkan daya
saing koperasi di BMT Article Sidogiri Capem Waru. Currency: Jurnal Ekonomi dan
Perbankan Syariah, 1(1), 79–88.
Kornelis, Y. (2022). Fenomena industri fast fashion: Kajian hukum perspektif kekayaan
intelektual
Indonesia.
Jurnal
Komunitas
Yustisia,
5(1),
262–277.
https://doi.org/10.23887/jatayu.v5i1.46040
Kusmilawaty, K., Aas, S., Muda, I., Sugianto, S., & Soemitra, A. (2024). Social media ecommerce campaign and paylater system on impulsive buying behavior of Gen Z:
An Islamic economic perspective. Journal of Economics and Business Studies, 7(4),
4–7.
Machfudloh, N. A., & Nisa, F. L. (2024). Analisis affiliate marketing ditinjau dari perspektif
ekonomi syariah. Journal of Development Economics and Digitalization, 1(2).
Medley, S. (2025, June 9). Tech innovation explained: Trends, tools, and strategy.
Qmarkets. https://www.qmarkets.com
Mulyani, Y. S., Wibisono, T., & Hikmah, A. B. (2022). Pemanfaatan media sosial TikTok
untuk pemasaran bisnis digital sebagai media promosi. Hospitality, 11(1), 291–296.
http://stp-mataram.e-journal.id/JHI
Namira Arafah, Pratama, D. K., Wahyudi, R., Utami, M. P., Prehanto, A., & Purwaamijaya,
B. M. (2023). Persepsi pelaku usaha fashion di Kota Tasikmalaya terhadap
penerapan afiliasi marketing. Jurnal Industri Kreatif dan Kewirausahaan, 6(2).
Octavia, R., Mujanah, S., Yanu, A., & Fianto, A. (2024). Transformasi manageria.
Transformasi
Manageria,
4(1),
450–459.
https://doi.org/10.47476/manageria.v4i1.6890
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh content marketing, viral
marketing, dan influencer terhadap minat beli produk skincare pada mahasiswa.
ECOBISMA (Jurnal Ekonomi, Bisnis, dan Manajemen), 10(2).
Pasenrigading, A. R., Nur, H., & Daud, M. (2025). Pengaruh media sosial terhadap
persepsi diri dan pembentukan identitas remaja. Socius: Jurnal Penelitian Ilmu-Ilmu
Sosial, 2(9), 68–81. https://doi.org/10.5281/zenodo.15290940
Prameswari, D. E., Septiana, D. W., Wahyudiantoro, R. T., Alaida, S. K., Santoso, T. B., &
Arini, F. Y. (2024). Etika Shopee affiliator dalam meningkatkan traffic penjualan.
Jurnal Teknik Informatika dan Sistem Informasi.
Rahman, F. (2022). Praktik affiliate marketing pada platform e-commerce dalam tinjauan
hukum ekonomi syariah. Istidlal: Jurnal Ekonomi dan Hukum Islam, 6(1).
Rustiana, D., & Atika. (2024). Strategi pemasaran produk gadai emas dalam menarik
minat nasabah pada Bank Syariah Indonesia KC Sibolga. Jurnal Manajemen
Akuntansi (JUMSI), 4(1), 90–97.
Sope, A. S. (2023). Analisis strategi pemasaran terhadap peningkatan penjualan.
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi, 1(2), 87–100.
https://doi.org/10.62421/jibema.v1i2.56
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view /2899
432

Almana : Jurnal Manajemen dan Bisnis

p-ISSN: 2579-4892
e-ISSN: 2655-8327

Suniantara, I. K. P., & Sastrawan, I. N. O. (2024). Sebuah produk di marketplace. Widya
Duta Jurnal Ilmiah Ilmu Sosial Budaya, 19(2), 160–171.
Sutandi, M., Fauzi, A., Caesar, L., Putri, N. N., Viola, D. S., Putri, O. R. I., & Abrar, Z.
(2024). Analisis peran affiliate marketing dalam membangun kepercayaan
pelanggan (Literatur review jurnal). Jurnal Ilmu Manajemen Terapan (JIMT), 5(3).
Tamara, N., Nurbaiti, & Harahap, M. I. (2022). Peran dan strategi pemasaran agen dalam
mempertahankan loyalitas nasabah pada PT. Prudential Life Assurance Cabang
Binjai (Agency Prusyariah Prestasi Agency). Jurnal Masharif Al-Syariah Jurnal
Ekonomi dan Perbankan Syariah, 7(30), 529–548.
Wita, G., & Mursal, I. F.. (2022). Fenomenologi dalam kajian sosial: Sebuah studi tentang
konstruksi makna. Jurnal Ilmu Humaniora, 6(2), 212.
Witara, K. (2024). Systematic literature review: Pengaruh product affiliator dalam
meningkatkan penjualan produk fashion di marketplace Shopee. Digital Bisnis:
Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 3(4).

Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the
Fashion Industry Through Social Media
Siti Hawa Hasibuan*1, Kusmilawaty1, Mawaddah Irham1

433