Efektivitas AI-Generated Video dalam Praktik TikTok Affiliate: Peran Efisiensi dan Konsistensi Produksi di Wilayah Cirebon
DOI:
https://doi.org/10.59188/jurnalsostech.v6i9.32977Keywords:
Video Buatan AI, Pemasaran Afiliasi TikTok, Efisiensi Produksi, Konsistensi Unggahan, Komisi AfiliasiAbstract
Penelitian ini mengevaluasi efektivitas operasional video buatan AI dibandingkan video hasil rekaman kamera dalam praktik TikTok Affiliate di wilayah Cirebon, dengan menggunakan desain metode campuran berurutan (QUAN → QUAL). Fase kuantitatif melibatkan 36 afiliator (18 pengguna AI; 18 non-pengguna AI) yang diamati selama periode dua minggu baseline dan enam minggu observasi, diikuti dengan wawancara terhadap 10 partisipan. Perbedaan paling mencolok terletak pada waktu produksi: kelompok AI memiliki median 15–30 menit dibandingkan 31–60 menit pada kelompok non-AI (U=27; p<0,001; Cliff’s δ=-0,833). Volume unggahan mingguan lebih tinggi pada kelompok AI baik selama fase dasar (26,50±16,91 vs. 18,33±12,49; p=0,068) maupun observasi (25,96±16,37 vs. 17,63±12,92; p=0,062), namun, perubahan dari fase dasar ke observasi tidak menunjukkan perbedaan (p=0,825). Jumlah minggu dengan setidaknya dua unggahan serupa (5,94 vs. 5,83; p=0,309). Median kategori komisi adalah 2 untuk kedua kelompok (p=0,180). Komisi meningkat pada 33,3% partisipan kelompok AI dan 22,2% kelompok non-AI (OR=1,75; 95% CI 0,40–7,70; Fisher p=0,711); model ordinal yang disesuaikan (adjusted) menghasilkan temuan yang tidak konklusif (aOR=1,72; 95% CI 0,44–6,68; p=0,436). Wawancara menyoroti penghematan waktu, sementara ritme unggahan dan komisi tetap dipengaruhi oleh disiplin kerja, karakteristik produk, elemen "hook" (daya tarik awal), kesesuaian dengan audiens, autentisitas, dan distribusi platform. Temuan-temuan ini menunjukkan adanya kesenjangan antara mekanisme dan hasil: manfaat yang paling nyata terlihat pada efisiensi produksi, sedangkan peningkatan kapasitas muat dan imbal hasil ekonomi belum menunjukkan hasil yang konklusif.
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