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All Journal The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences)
Badriyah
LP3I Jakarta Polytechnic

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ANALYSIS TIKTOK AFFILIATE CONTENT AS PURCHASE DECISION INFORMATION FOR THANKSINSOMNIA Muti Aisya Tangguh Pratomo; Muhammad Zacky; Muhammad Tengku Ihsan; Badriyah
IC-BESTS: International Conference on Business, Economics, Technology, and Social Sciences 2026: The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/icbests.v1i1.185

Abstract

The development of digital technology, particularly social media—which has become widely accessible and continues to grow rapidly—has influenced marketing patterns and consumer behavior, especially in determining purchasing decisions. This study aims to measure the effectiveness of affiliate content on the TikTok app in influencing purchasing decisions for products from the Thanksinsomnia brand. The research employed a descriptive quantitative approach using a Likert scale through the distribution of questionnaires to 31 respondents. The results indicate that 45.2% of respondents were interested in purchasing Thanksinsomnia products after viewing TikTok affiliate content, 43.3% felt confident about the products after watching such content, and 51.6% stated that they had purchased Thanksinsomnia products. Most respondents perceived affiliate content as providing clear product information, attractive visuals, and trustworthy reviews from affiliates. Therefore, TikTok Affiliate can be utilized as a digital promotional medium capable of increasing consumer interest while also influencing the purchasing decision-making process for Thanksinsomnia products.
ANALYSIS OF INSTAGRAM CONTENT MANAGEMENT FOR GEPREK BENSU DIGITAL PROMOTION Salsabila Ahmad; Bella Maulidiya; Achmad Muhajir; Badriyah
IC-BESTS: International Conference on Business, Economics, Technology, and Social Sciences 2026: The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/icbests.v1i1.196

Abstract

This study was conducted to analyze the use of Instagram as a digital marketing medium to increase sales at Geprek Bensu. The research employs a descriptive method with a qualitative approach. Data were obtained through observation of the Instagram account @geprekbensu, supported by relevant journals and scientific articles. The analysis covers the number of followers, likes, comments, and the consistency of content posting from January to December 2025. The findings indicate that the Geprek Bensu Instagram account has a substantial number of followers, namely 816 thousand, giving it high potential as a digital promotional medium. However, the level of audience interaction with the uploaded content remains relatively low, with an average engagement rate of 0.010%. In addition, an inconsistent posting frequency prevents the digital marketing effort from operating optimally. A more effective marketing strategy is therefore needed, one that improves content quality, maximizes the use of Instagram's features, and establishes a regular posting schedule in order to increase audience interaction and support sales growth. With proper management, Instagram can serve as an effective marketing medium for expanding promotional reach and increasing Geprek Bensu's sales.
Co-Authors Achmad Muhajir Bella Maulidiya Muhammad Tengku Ihsan Muhammad Zacky Muti Aisya Tangguh Pratomo Salsabila Ahmad