The Influence of Product Reviews and Content Creators on Purchase Interest through Affiliate Marketing of Shopee E-Commerce users in Kudus Regency

Journal of Finance and Business Digital Pub Date : 2023-10-01 DOI:10.55927/jfbd.v2i3.6016

None Kholifatul Maulida, None Mochamad Edris, None Joko Utomo

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Abstract

This research aims to test the influence of product reviews and content creators on purchasing interest through affiliate marketing of Shopee e-commerce users in Kudus Regency. This type of quantitative research, with a sample size of 156 respondents. Data collection uses a questionnaire. Data analysis includes validity and reliability tests, data analysis using SEM AMOS version 23. The results of the research directly product reviews have a significant positive effect on affiliate marketing. Content Creator has a significant positive effect on Affiliate Marketing. Product reviews have an insignificant positive effect on purchasing interest. Content Creator has an insignificant positive effect on purchasing interest. Affiliate marketing has a significant positive effect on Purchase Interest. The results of the intervening test show that the affiliate marketing variable is able to act as an intervening variable between product reviews and content creators on the buying interest of Shopee e-commerce users in Kudus Regency

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Kudus Regency Shopee电商用户联属营销中产品评论和内容创作者对购买兴趣的影响

本研究旨在通过Kudus Regency的Shopee电商用户的联盟营销，测试产品评论和内容创作者对购买兴趣的影响。这种类型的定量研究，样本量为156名受访者。数据收集使用问卷调查。数据分析包括效度和信度测试，数据分析使用SEM AMOS version 23。研究结果表明，直接产品评价对联盟营销有显著的正向影响。内容创造者对联盟营销有显著的正向影响。产品评论对购买兴趣的正向影响不显著。内容创造者对购买兴趣有不显著的正向影响。联盟营销对购买兴趣有显著的正向影响。中介检验结果表明，联盟营销变量能够作为产品评论和内容创作者对库德斯摄政区Shopee电商用户购买兴趣的中介变量

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Finance and Business Digital

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