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All Journal Indonesian Journal of Religious Journal of Communication Science and Public Administration
Zikratun Nisa
Universitas Syiah Kuala

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The Role of Islamic Values in Affiliate Marketing and TikTok Content Quality on Consumer Purchase Decisions for MSME Fashion Products Nur Liza; Zikratun Nisa; Salsa bila
Indonesian Journal of Religious Vol. 1 No. 1 (2026): January, Religious Moderation and Islamic Values in Strengthening Social Harmon
Publisher : CV. Scholar Edukasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66052/qfg5hw50

Abstract

Digital transformation has fundamentally changed the landscape of consumer behavior, particularly in the fashion micro, small, and medium enterprises (MSMEs) sector. The TikTok platform has emerged as a dominant force, with affiliate content creators acting as a persuasive bridge between products and buyers. This study aims to empirically examine the influence of affiliate content creators and TikTok content quality on consumer purchasing decisions for MSME fashion products. The research method used was quantitative, with a survey approach involving 150 respondents who were active TikTok users and had made transactions through the platform. The data analysis technique used was multiple linear regression. The results showed that affiliate content creators had a positive and significant influence on trust and purchase intention, while TikTok content quality contributed significantly to shaping product value perceptions. Simultaneously, these two variables explained 71% of the variation in purchasing decisions. These findings indicate that the synergy between creators' interpersonal credibility and content visual aesthetics is a crucial strategy for MSMEs. This article offers a novel approach by integrating psychological (source credibility) and technical (content quality) aspects within the context of a dynamic short-video ecosystem.
Public Policy and Digital Transformation of MSMEs: The Influence of TikTok Content Quality and Affiliate Marketing on Consumer Purchasing Decisions Nur Liza; Zikratun Nisa; Salsabila Salsabila
Journal of Communication Science and Public Administration Vol. 1 No. 4 (2025): Oktober, Public Relations, Government Branding and Media Relations
Publisher : CV. Scholar Edukasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66052/9wzxmr64

Abstract

Digital transformation has fundamentally changed the landscape of consumer behavior, especially in the micro, small, and medium enterprises (MSMEs) sector in the fashion sector. The TikTok platform emerged as a dominant force where affiliate creator content  acts as a persuasive bridge between products and buyers. This study aims to empirically examine the influence of affiliate creator content  and TikTok content quality on consumer purchasing decisions  of MSME fashion products. The research method used was quantitative with a survey approach of 150 respondents who were active users of TikTok and had made transactions through the platform. The data analysis technique used multiple linear regression. The results show that affiliate creator content  has a positive and significant effect on trust and buying interest, while the quality of TikTok content contributes significantly to shaping the perception of product value. Simultaneously, these two variables explain 71% of the variation in purchase decisions. These findings indicate that the synergy between the interpersonal credibility of creators and the visual aesthetics of content is a crucial strategy for MSMEs. This article offers updates by integrating psychological (source credibility) and technical aspects (content quality) in the context  of a dynamic short-video ecosystem.
Co-Authors Nur Liza Salsa bila Salsabila Salsabila