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All Journal Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora
Febi Putri Nuraeni
Universitas Al-Irsyad Cilacap, Indonesia
Religion Humanities Education Other

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Analisis Program Affiliate Marketing Terhadap Niat Membangun Karir Digital Pada Gen Z (Studi Kasus SMK Negeri 1 Cilacap) Febi Putri Nuraeni; Zulfikar Yusya Mubarak; Nuni Wulansari
Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora Vol. 3 No. 2 (2026): Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora
Publisher : LPPM Sekolah Tinggi Agama Islam (STAI) Al- Kifayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53398/alamin.v3i2.770

Abstract

The digital economy era offers vast opportunities for Generation Z to establish careers, particularly through affiliate marketing on platforms like TikTok and Shopee. However, the extent to which vocational students adopt this program as a professional career path requires further examination. This study aims to evaluate the impact of perceived ease of use, perceived usefulness, and social influence on students' intentions to pursue a digital career via affiliate marketing. Employing a quantitative approach, the study surveyed 120 students majoring in Retail Marketing and Digital Business at SMK Negeri 1 Cilacap, selected through a census method (total sampling). Data were processed using multiple linear regression analysis. The findings reveal that, partially, technical aspects (ease of use) and economic benefits (usefulness) do not significantly impact usage intention. Conversely, social influence emerges as the dominant factor, positively and significantly shaping student intention. Simultaneously, these three variables contribute 42.5% to the intention to use affiliate marketing. These results underscore the urgency of community-based approaches and social proof in school entrepreneurship education. The study implies that schools should strengthen digital entrepreneurship programs through peer mentoring, collaborative learning communities, and digital role models to foster students’ interest in pursuing digital careers
Co-Authors Nuni Wulansari Zulfikar Yusya Mubarak