Implementasi Program Affiliate Shopee sebagai Strategi Pemasaran Digital Produk Obat Hewan Ternak

The development of e-commerce has encouraged companies to adopt digital marketing through marketplaces to reach consumers more widely, quickly, and efficiently, including livestock medicine products that require accurate information regarding safety, benefits, and proper use. This study aims to analyze the implementation of the Shopee Affiliate Program as a digital marketing strategy at PT Cipta Ternak Sehat Indonesia. This research uses a qualitative approach with a case study design to understand the process, context, and dynamics of program implementation in the company, with data reinforcement through various sources such as interviews, observations, and documentation, as well as monitoring performance metrics (clicks, orders, and commissions) available on the platform. The results show that implementation began with affiliate registration, selection of priority products relevant to farmers' needs, management of promotional performance, and monitoring of content compliance with company policies and image. The promotional strategy emphasized creative and educational content—video reviews, educational videos on usage, product photos, and infographics—which helped reduce consumer uncertainty and increased understanding of technical/medical products. The affiliate program expands market reach through third-party networks, increases product visibility in Shopee search results and recommendations, and has the potential to drive sales growth. The main advantage lies in the performance-based marketing mechanism, which increases cost efficiency because commissions are paid when a validated sale occurs, while strengthening trust through electronic word-of-mouth (e-WOM) that arises from interactions, comments, and reviews. A key challenge is monitoring the accuracy of claims, which requires companies to have content guidelines, strengthen product knowledge, and conduct regular briefings to prevent exaggerated claims that risk violating animal health regulations. This study concludes that Shopee Affiliate is effective and relevant for livestock drug marketing, with the implication that success depends on selecting the right affiliates and managing the content and customer experience. This study did not receive any external funding, and the authors declare no conflicts of interest.