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Ferry Darmawan
Universitas Islam Bandung
Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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The Influence of Influencer Affiliate Marketing Strategies on Generation Z's Purchasing Decisions: An Analysis of Business Communication on the TikTok Platform Zidnal Falah; Naufal Hadi Makarim; Muhammad Irsyad Sabiq; Ferry Darmawan
Interdisciplinary Social Studies Vol. 4 No. 3 (2025): Regular Issue: April-June 2025
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i3.848

Abstract

This study aims to analyze the influence of affiliate marketing strategies carried out by influencers on Generation Z's purchasing decisions on the TikTok platform. Through a qualitative approach with a case study method, data was collected through in-depth interviews with 10 TikTok influencers, questionnaires of 50 Generation Z respondents, content observation, and analysis of related documents. The results show that trust in influencers, content quality, and special offers (such as discounts) are the dominant factors influencing Generation Z's purchasing decisions. Authentic, entertaining, and informational content—such as tutorials or product reviews—has been shown to be more effective in increasing audience engagement than conventional promotions. These findings are in line with previous research that emphasized the importance of transparency and social proof in digital marketing, but this study enriches the literature with a specific focus on the mechanism of affiliate marketing on TikTok. The practical implications of this study include recommendations for businesses to choose influencers that are relevant to the target market, increase content transparency, and take advantage of economic incentives. For academics, this research provides a new perspective on the dynamics of business communication on short content-based social media platforms. The study's main limitation lies in its limited scope on TikTok and Generation Z, so further research is needed to compare the effectiveness of similar strategies on other platforms or different generations.
Co-Authors Abdullah, Sandi Ibrahim Abu Setiawan Pratama Alam, Fadhli Noor Alex Sobur Alfiansyah Alfiansyah Andalusia Neneng Permatasari Andhiya, Syifa Anisa Suci Rahmawati Arif Hakim Arif Hakim Ariyanto, Jarot Asih Handayanti Betha Dwi Octaviani Carissa Izza Shafa Dadi Ahmadi Dawam, Dawam Dedeh Fardiah Dwiana Ocviyanti Faisal Miftah Fadhillah Fathurrohman, Rizal Fitria Nabillah Nabillah Giszela Deviona Hadi Baku Pangestu Hadnansyah, Edwan Hakim, Arif Hakim, Imam Chaerul Handy Maulana Yusuf Ihsan, Zainal Ike Junita Irgiana Fajri Andjani Izni Nur Indrawati Maulani Joe, Michael Kant, Mohamad Alif Gibran Kemal Pri Hutama Kiki Zakiah Darmawan Kurnia Lucky Kurniawan, Yogiek Indra Kusumalestari, Ratri Rizki Lasmedi Afuan Listiani, Endri Maya Amalia Oesman Palapah Muhamad Thiraafi Salni Muhammad Hafizh Rashiif Aryanto Muhammad Irsyad Sabiq Musyrifah, Farida Mutia Umar Nadia Nadia Ayu Budiani Nadyta Hana Radhiyah Naufal Hadi Makarim Naufal Tijani Nia Kurniati Nia Kurniati Syam Nidya, Khalifia Rahma Nirwansyah Rustaman Novita, Sophia Nurrahmawati Nurru Alfi Fazri Furau'ki Nuryati, Wulan Ogy Mahendra Puteri Saleha Nurhidayah Putri, Radisya Eka Raden Nisrina Aulia Indallah Rifqi Abdul Rini Rinawati Riyanti Hayuning Pratiwi Riza Hernawati Saefuddin Saefuddin Saefuddin Saefuddin Sandi Ibrahim Abdullah Sapitri, Intan Sasongko, Bintang Loantara Shanty Olivia Shawila Nolanda Destiano Lestari Suhaeri, Dedy Supaat, Viky Edya Martina Suprihatin, Ati Tamarisky Setiawan Putra Venny Sevtiany Venny Sevtiany Yanti Yanti Yeva Rosana Yuristia Wira Cholifah Zahra, Ainun Zidnal Falah