ANALISIS PENGARUH AFFILIATE MARKETING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE  (Studi Kasus Perilaku Konsumen Perempuan di Kota Jambi)

Nabila Purnama Siregar; Irmanelly Irmanelly; Deka Veronica

doi:10.59003/nhj.v6i2.2269

Authors

Nabila Purnama Siregar Universitas Muhammadiyah Jambi
Irmanelly Irmanelly Universitas Muhammadiyah Jambi
Deka Veronica Universitas Muhammadiyah Jambi

DOI:

https://doi.org/10.59003/nhj.v6i2.2269

Keywords:

Affiliate, Marketing, Social, Media, Digital, Marketing, Skincare.

Abstract

The development of social media as a digital marketing tool has had a significant impact on changing customer behavior in online purchasing. One platform experiencing rapid growth is TikTok, with its TikTok Shop feature leveraging affiliate marketing to influence purchasing decisions for skincare products. This study aims to analyze the influence of affiliate marketing on TikTok Shop on customer purchasing decisions. The development of social media and e-commerce has created new marketing strategies, including affiliate programs that utilize content creators to promote skincare products. The research method used was quantitative, with a survey approach among TikTok Shop users. Data was collected through questionnaires distributed to respondents who had made purchases through recommendations from TikTok Shop affiliates. The data analysis technique used simple linear regression analysis. The study concluded that affiliate marketing through TikTok Shop is effective in increasing customer purchasing decisions through attractive, informative promotions that build consumer trust.

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