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The development of digital platforms such as TikTok has encouraged the emergence of affiliate-based marketing practices in e-commerce activities. Affiliate marketing is a digital marketing system that promotes another person's product or service through a special affiliate link and earns a commission if a purchase or transaction is made through that affiliate link. Product promotion content has become one of the most effective marketing methods in the digital world. However, in practice, there are cases where affiliates reuse video content belonging to creators for promotional purposes and to earn sales commissions without permission. This study aims to analyze the provisions of digital video copyright protection under Law Number 28 of 2014 concerning Copyright and to examine forms of copyright infringement in the use of TikTok videos by affiliates. The method used is a normative study, employing a legal approach, a conceptual approach, and factual analysis. Primary and secondary legal materials were used in this study, which was analyzed descriptively and qualitatively. The results of the study show that TikTok videos fall under the category of cinematographic works that are protected as stipulated in Article 40 paragraph (1) letter m of the Copyright Law. Copyright protection arises automatically based on the declarative principle since the creation is realized in a tangible form, covering moral and economic rights. The use of TikTok videos by affiliates for promotional purposes and to earn sales commissions constitutes commercial use which, if done without the creator's permission, violates the creator's economic rights as stipulated in Article 9 paragraph (3) and potentially violates moral rights under Article 5 of the Copyright Law.

The study aims to analyze the influence of affiliate marketing sales techniques on product selling power at Toko Pedia. In today's digital era, this technique is increasingly relevant, especially with the increasing number of internet users who prefer to shop online. This study focuses on analyzing the effectiveness of affiliate marketing techniques in increasing product sales in encouraging increased product sales volume and identifying the determining factors that influence it. This study utilizes a qualitative survey method with data collection through questionnaires distributed to affiliates.The method applied is a qualitative survey with data collection through questionnaires addressed to affiliates and consumers at Toko Pedia. The findings of this study are expected to provide important insights for business practitioners in designing more effective marketing strategies and increasing competitiveness in the digital marketplace.

Business management based on the application of a combination of offline and online is inseparable from various challenges that can arise, especially in terms of HR management itself, namely the business owner. So that the right strategic action is needed so that the business can run well. This study aims to get an idea of ​​​​how the strategy is, and what challenges are faced in managing a business based on a combination of offline and digital affiliates at Rio Ponsel. This study uses a qualitative approach with a case study method and data collection through interviews with Rio Ponsel business actors. The results of the study showed that the business management strategy that combines offline sales systems and marketing through the TikTok affiliate program at Rio Ponsel is in the form of implementing internal strategies such as product development according to local market needs, implementing positive personal branding, and improving service quality directly. In addition, external strategies are also applied. Meanwhile, the biggest challenge faced by Rio Ponsel business actors is the high level of competition with competitors both in the offline and digital markets.

The rapid advancement of digital technology has unlocked new opportunities in marketing, especially through social media platforms like TikTok. This study explores the synergy between viral marketing, gimmick marketing, and influencer marketing in driving the transformation of customer behavior from passive consumers to active participants within the digital marketing ecosystem. A quantitative approach was employed, collecting data from 200 respondents actively involved in digital marketing on TikTok as resellers, dropshippers, affiliates, and co-creators. Using the Partial Least Squares method for analysis, the findings reveal that viral marketing significantly influences the transformation of customer behavior. Similarly, gimmick marketing demonstrates a direct and significant impact on this transformation. Moreover, influencer marketing serves as a mediator, amplifying the effects of both viral and gimmick marketing on transformation of customer behavior. This behavioral shift is evident in the transition of consumers from passive roles to active contributors, taking on positions such as resellers, dropshippers, affiliates, and co-creators. At the same time, sellers are evolving from traditional marketing practices to utilizing e-commerce, social media, and live streaming to reach wider audiences. By actively engaging consumers, sellers foster a collaborative ecosystem where consumers play a pivotal role in expanding the marketing framework. To sustain long-term consumer engagement in this digital marketing ecosystem, it is essential to prioritize the selection of credible and relevant influencers while providing continuous education and support for resellers, dropshippers, and affiliates. This research strengthens the theory of planned behavior and the diffusion of innovations theory, offering fresh insights into designing marketing campaigns based on the 4Ps of digital marketing (Platform, Page, Program, and Posting) to address the needs of the digital era.

This research aims to determine the influence of affiliate marketing on purchase decisions through buying interest in Skintific skincare products at the Skintific Shopee Affiliate Official Store. The research consists of one independent variable, namely affiliate marketing, and one dependent variable, namely purchase decision and buying interest as intervening variables. The method used is path analysis. The data collection method uses a questionnaire with purposive sampling technique. The number of respondents obtained was 100 people, this number was obtained based on the Roa Purba formula. The research results obtained based on the Partial Test showed: 1) there is a significant influence of affiliate marketing on buying interest, 2) there is a significant influence of affiliate marketing on purchase decisions, 3) there is a significant influence of buying interest on purchase decisions, 4) buying interest can mediate the influence of affiliates marketing on purchase decisions.