Pengaruh Affiliate Marketing Terhadap Keputusan Pembelian Konsumen di Era Digital

Abstrak

This study aims to examine the impact of affiliate marketing on consumers’ purchasing decisions in today’s digital landscape. With the rapid advancement of technology and social media platforms like TikTok and Shopee, affiliate marketing has emerged as one of the most effective digital marketing strategies. Consumers who frequently engage with digital platforms tend to be more susceptible to promotional content created by affiliates or digital influencers. The research employs a quantitative method using descriptive and confirmatory approaches. Data was gathered by distributing questionnaires to 115 respondents who had previously made purchases via affiliate links, particularly on TikTok and Shopee. The research instrument included indicators such as trust in affiliates, the appeal of promotional content, and consumer buying behavior. The analysis revealed that affiliate marketing significantly and positively affects consumer purchase decisions, with a regression coefficient of 1.145 and a significance level of 0.000 (p < 0.05). An R Square value of 0.730 suggests that 73% of the variation in consumer purchase decisions can be accounted for by affiliate marketing factors. These results affirm that affiliate marketing serves as an effective tool for influencing buying decisions in the digital era. The findings of this research are expected to offer valuable insights for entrepreneurs and academics regarding the influence of affiliate marketing on consumer behavior and to guide the development ofmore targeted and efficient digital marketing strategies.