Affiliate Marketing terhadap Minat Beli Mahasiswa di TikTok Shop

Article Sidebar

PDF
Published: Nov 1, 2022
DOI: https://doi.org/10.26740/jpeka.v7n2.p157-167
Keywords:
Affiliate Marketing, Media Sosial, Minat Beli Mahasiswa, TikTok Shop

Main Article Content

Setia Brilianita
Universitas Negeri Surabaya
Raya Sulistyowati
Universitas Negeri Surabaya

Abstract

The growth of the internet has transformed the function of social media as a platform to deliver attention-grabbing marketing communications. The digitalization of media has made affiliate marketing emerge as a popular marketing strategy amidst the growth of social media nowadays. The influence of social media such as TikTok offers a new way of shopping online through affiliate marketing. Thus, this study aims to find the effect of affiliate marketing on students' purchase intention at TikTok Shop. This research uses a quantitative approach with an explanatory type. The population in this study were students of the Faculty of Economics and Business, Surabaya State University with a total of 290 respondents obtained through purposive sampling. The data analysis technique was carried out using a Structural Equation Modeling approach with Partial Least Squares (SEM-PLS) assisted by SmartPLS 3.0 software. This study found that affiliate marketing has a positive and significant effect on students' purchase intention at TikTok Shop. Affiliate marketing at TikTok makes consumers tend to feel more confident and trust in products that are supported by a strong and trusted affiliate program.

Article Details

How to Cite
Brilianita, S., & Sulistyowati, R. (2022). Affiliate Marketing terhadap Minat Beli Mahasiswa di TikTok Shop. JPEKA: Jurnal Pendidikan Ekonomi, Manajemen Dan Keuangan, 7(2), 157–167. https://doi.org/10.26740/jpeka.v7n2.p157-167
Issue
Vol. 7 No. 2 (2023)
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

References

Dashti, M., Sanayei, A., Dolatabadi, H. R., & Javadi, M. H. M. (2019). Application of the stimuli-organism-response framework to factors influencing social commerce intentions among social network users. International Journal of Business Information Systems, 30(2), 177. https://doi.org/10.1504/ijbis.2019.10018673

Ferdinand, A. T. (2014). Management research methods. BP UNDIP.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Otto-von-Guericke. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In SAGE Publications (Second Edi).

Hardani, Andriani, H., Ustiawaty, J., Utami, E. F., Istiqomah, R. R., Fardani, R. A., Sukmana, D. J., & Auliyah, N. H. (2020). Metode Penelitian Kualitatif dan Kualitatif. In PUstaka Ilmu.

Kominfo. (2022). STATUS LITERASI DIGITAL INDONESIA 2022. https://www.c2es.org/content/renewable-energy/

Reswara, H. H. (2023). Pengaruh Promosi Viral Marketing, Celebrityendorser, Brand Awareness, Dan Affiliatemarketing Pada Purchase Intentionlive Streamingaplikasi Tik Tok.

Schiffman, L. G., & Kanuk, L. L. (2014). Consumer behaviour (Global Edi). Pearson Education.

The New York Times. (2021). Will Tiktok Make You Buy It? https://www.nytimes.com/2021/10/02/style/tiktok-shopping-viral-products.html

We Are Social, & Melwater. (2023). DIGITAL 2023: INDONESIA. In Data Reportal. https://doi.org/10.1002/jee.20041