Persepsi Generasi Z Terhadap Side Hustle Affiliator Sebagai Pilihan Karir di Era Gig Economy

Abstract

This study aims to explore how Generation Z perceives the profession of affiliators as a side hustle within the growing gig economy. The research background stems from the increasing popularity of flexible technology-based jobs, particularly among Generation Z, widely recognized as digital natives. This study employed a qualitative descriptive approach through in-depth interviews with ten informants from Generation Z who had prior experience as affiliators on digital platforms such as Shopee Affiliate, TikTok Affiliate, and Tokopedia ByMe. The data collected were analyzed using Cooper’s model, which consists of data reduction, data presentation, and conclusion drawing. The findings reveal that the affiliator profession is perceived as attractive due to its flexibility, potential for additional income, and opportunities for creative self-expression. However, most participants consider this work unsuitable as a primary career path because of unstable and unpredictable earnings. The study concludes that affiliator activities are more often pursued as side hustles aligned with the digital lifestyle of Generation Z. This research is expected to contribute to the literature on the gig economy and serve as a reference for industries, educational institutions, and governments in understanding the career preferences of younger generations in the digital era.