The Role of Affiliate Marketing on Purchase Decision Moderated Purchase Interest on Tiktok

Abstract

Aims: This research was conducted to review the effect of affiliate marketing in the form of content created by affiliators on purchasing decisions moderated by the purchase intention. Study Design:  This study uses quantitative methods. The data in this study are in the form of numbers that are processed with statistical devices and explanations in the form of descriptions so that they are easily understandable. Place and Duration of Study: Between February 2023 and August 2023, the research site will be in the city of Malang for Gen Z using the Tiktok platform. Methodology: Sampling in this study was done using the purposive sampling technique. as for the minimum sample size that needs to be obtained is 110 respondents based on the number of indicators used in this study. The data obtained in this study through the distribution of online questionnaires with a 5-point Likert scale measurement were processed using SPPS 25 and through hypothesis testing and Moderated Regression Analysis (MRA). Results: An r-square value of 0.795 is obtained for affiliate marketing on purchasing decisions. This means that there is an effect of 79.5%, while the remaining 20.5% is influenced by other variables that are outside of this study. In addition, the significant value obtained is 0.020, which is less than 0.050. This means that the variable of intention to purchase in this study is able to positively moderate the effect of affiliate marketing on purchasing decisions. Conclusion: Affiliate marketing is able to have a positive and significant impact on the purchase intention of Gen Z in the city of Malang who are using the Tiktok platform. In addition, the purchase intention of Gen Z in Malang City can have a significant impact on the purchase decision. Furthermore, the effect of affiliate marketing on purchase intention can be moderated by purchase intention.