KONTRIBUSI AFFILIATOR TIKTOK SHOP DALAM MENINGKATKAN AKSES PASAR UMKM DALAM MEWUJUDKAN EKONOMI INDONESIA BERKELANJUTAN

Abstract

This study analyzes the contribution of TikTok Shop affiliates in expanding market access for Micro, Small, and Medium Enterprises (MSMEs) and itsimplications for sustainable economic development in Indonesia. MSMEs constitute a major pillar of the UMKM,        Affiliates,        TikTok        Shop, national economy, contributing around 60% to GDP Sustainable Economics, Market Access. and absorbing 97% of the workforce, yet continue to face structural barriers related to market access, digital literacy, and promotional costs. The Library Research emergence of social commerce through affiliate systems offers a cost-efficient digital collaboration model that enables MSMEs to reach wider audiences. This research employs a descriptive qualitative approach through library research using secondary data from academic journals, official government reports, and digital platform publications. The findings reveal that TikTok Shop affiliates significantly enhance product visibility and consumer trust, which in turn increase MSME sales by 35–60% with lower promotional expenditures. Digitalization also strengthens entrepreneurial ecosystems by creating new income opportunities, particularly in regions such as Sumatra, where affiliate programs contribute to economic inclusion. Although digital adoption among MSMEs has reached 83.8%, persistent challenges remain in marketing quality and digital competency, necessitating continuous training and policy support. This study concludes that affiliate-based social commerce plays a strategic role in fostering MSME competitiveness and contributes to Indonesia’s sustainable and inclusive digital economy.