Article Per Year (5 Year)
p-Index From 2020 - 2025
3.582
P-Index
This Author published in this journals
All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Jurnal Mandiri Jurnal Mantik EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Dinasti International Journal of Management Science Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Dinasti International Journal of Digital Business Management Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik Enrichment : Journal of Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Ekonomi Jurnal Abdimas Perbanas Matriks Jurnal Pariwisata, Bisnis Digital dan Manajemen Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan
Gani Wiharso
Universitas Nusa Mandiri, Jakarta, Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Neuroscience Social Sciences Other

Published : 21 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Enrichment : Journal of Management

 1 
Affiliate marketing, live streaming, and impulsive buying: evidence from generation Z TikTok consumers Prasetyo, Johan Hendri; Ariawan, Joko; Wiharso, Gani; Basudani, Wahid Akbar
Enrichment : Journal of Management Vol. 15 No. 4 (2025): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v15i4.2395

Abstract

In the rapidly expanding digital economy, businesses increasingly rely on online promotional tools to attract and retain customers. This study investigated the effect of affiliate marketing on consumer purchase decisions. Grounded in consumer behavior and digital marketing theories, the research aimed to understand how affiliate marketing strategies influence purchasing behavior in online environments. A quantitative approach was employed using a structured questionnaire distributed to online shoppers who had interacted with affiliate marketing content. Data were analyzed using multiple regression analysis to examine the relationship between affiliate marketing and purchase decision variables. The findings revealed that affiliate marketing had a significant and positive influence on consumer purchase decisions. The results indicated that effective affiliate strategies, such as personalized recommendations and transparent product reviews, increased consumer trust and purchase intention. Theoretically, the study contributed to the development of digital marketing literature by confirming the role of affiliate strategies in shaping online consumer decision-making. Practically, the results provided insights for marketers to design more credible and targeted affiliate campaigns that enhance consumer engagement and conversion rates. It was concluded that affiliate marketing served as an important promotional tool that shaped consumer decision-making patterns in the digital marketplace. Future studies were suggested to explore the role of influencer credibility and technological innovation in strengthening the impact of affiliate marketing.
Co-Authors Abdullah, Hamzah Ali Afriano, Daniel Chandra Ambarita, Inka Fiorentina Bobby Suryo Prakoso Bobby Suryo Prakoso Dewi, Verawati Fabrianto, Luky Fathoni, Vika Rizky Fauzi, Sulistia Febrianti, Nurlia Febriyanti, Rika Ferdiansyah, Ryan Hary Mulyadi Johan Hendri Prasetyo Joko Ariawan Khasanah, Miladiyah Luky Fabrianto Luky Fabrianto Madika, Gilang Vahera Maushal, Nisa Febrina Moch. Benny Alexandri Muhammad Abdullah Muhammad Abdullah Mulyadi, Hary Nabilah, Saripah Nidzar, Saifun Novianti Madhona Faizah Prakoso, Bobby Suryo Prasetyo, Johan Hendri Putri, Yoshi Malika Rahman, Alliza Lia Ranjevi, Yanetia Ratna Puspita, Ratna Rofiudin, Muhamad Yusuf Safitri, Rizky Ade Samiaji, Danang Rusdawindra Sarasati, Fajar Valentine Theresia Simamora Valentine Theresia Simamora Wahid Akbar Basudani Yuwanda, Henny