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All Journal Jurnal Riset dan Inovasi Manajemen
Zakina Eva Cahyani
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Hubungan Affiliate Marketing dan Celebrity Endorse terhadap Keputusan Pembelian di TikTok Shop: Studi pada Gen Z Boyolali Zakina Eva Cahyani; Umi Hanifah; Adam Sasando
Jurnal Riset dan Inovasi Manajemen Vol. 3 No. 3 (2025): Agustus: Jurnal Riset dan Inovasi Manajemen
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v3i3.5388

Abstract

This study aims to evaluate the relationship between affiliate marketing and celebrity endorse on purchasing decisions at TikTok Shop among Generation Z in Boyolali. This research is motivated by the increasing use of TikTok as a popular online shopping medium among Gen Z, as well as the development of digital marketing strategies through affiliates and public figures. The population in this study includes Gen Z in Boyolali who have made purchases at TikTok Shop. A sample of 100 respondents was obtained through the Slovin formula calculation. This study uses a quantitative method, with an online questionnaire distributed through Google Forms. Data analysis was conducted using the SmartPLS 3.0 application to test the relationship between variables. The results of this study indicate a positive and significant relationship between affiliate marketing and celebrity endorse on purchasing decisions. This finding provides a theoretical contribution to strengthening the Theory of Planned Behavior in the context of digital marketing, as well as suggesting strategies for business actors in developing more effective promotions at TikTok Shop.
Co-Authors Adam Sasando Umi Hanifah