Pengadaan Berbasis Social Commerce pada Distributor Mikro: Studi Kasus TikTok Shop
DOI:
https://doi.org/10.63822/kae91j53Keywords:
pengadaan, perdagangan sosial, TikTok Shop, distributor mikro, sistem afiliasi, studi kasusAbstract
Perkembangan platform social commerce di Indonesia umumnya dipahami sebagai kanal distribusi ke konsumen akhir, sementara fungsinya sebagai sumber pengadaan masih jarang dibahas. Penelitian ini mengkaji penggunaan TikTok Shop sebagai sumber pengadaan oleh distributor mikro melalui studi kasus pada usaha distribusi kopi saset di salah satu kota di Jawa Barat, dengan pendekatan kualitatif berbasis dua sesi wawancara mendalam dan dokumentasi transaksi. Hasil menunjukkan pergeseran sumber pengadaan dari pemasok konvensional ke TikTok Shop yang didorong oleh selisih harga, dengan margin meningkat dari Rp2.000–Rp3.000 menjadi sekitar Rp14.000 per karton. Proses ini diikuti oleh pembentukan mekanisme operasional yang memanfaatkan periode promosi sebagai window pengadaan, penggunaan sistem afiliasi untuk pencatatan dan verifikasi transaksi, serta pengembangan jaringan pekerja lepas untuk mengatasi keterbatasan akun. Pada Februari 2026, nilai transaksi yang tercatat dalam sistem afiliasi mencapai Rp215,4 juta. Temuan ini menunjukkan bahwa platform social commerce dapat berfungsi sebagai sumber pengadaan dalam kondisi tertentu dan memperlihatkan bagaimana fitur yang dirancang untuk transaksi konsumen digunakan dalam konteks operasional distribusi.
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