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All Journal Optimal: Jurnal Ekonomi dan Manajemen Journal of Creative Student Research Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Pusat Publikasi Ilmu Manajemen Maslahah: Jurnal Manajemen dan Ekonomi Syariah Neraca Manajemen, Akuntansi, dan Ekonomi Journal Economic Excellence Ibnu Sina Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Manajemen Bisnis Era Digital
Agung Pambudi Mahaputra
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation

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Journal : Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan

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Pengaruh Program Affiliate Marketing, Harga, dan Promosi terhadap Keputusan Pembelian Parfum Mezuca di Tiktok Shop Lensy Permatasari; Rafikhein Novia Ayuanti; Agung Pambudi Mahaputra
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 5 (2025): OKTOBER : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v3i5.2227

Abstract

This study aims to determine the influence of affiliate marketing programs, price, and promotion on purchasing decisions for Mezuca perfume on TikTok Shop. As the digital era advances, social media platforms like TikTok serve not only as entertainment platforms but also as effective channels for marketing products through the TikTok Shop feature and affiliate programs. This strategy allows content creators to act as sales partners, directly influencing consumer decisions. This quantitative study utilizes primary data obtained through questionnaires distributed to 180 respondents who had purchased Mezuca perfume through Mamnun's TikTok Shop account. After a selection process using purposive sampling, 160 respondents met the criteria and were eligible for analysis. Data analysis was performed using SPSS software with various statistical tests, including descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results indicate that affiliate marketing programs, price, and promotion simultaneously have a positive and significant effect on purchasing decisions. Partially, these three variables also show a significant positive influence on consumer decisions. These findings indicate that implementing effective digital marketing strategies, particularly through affiliate marketing, competitive pricing, and engaging promotions, plays a significant role in increasing consumer purchasing interest on social media platforms. This research offers practical implications for businesses in designing optimal and targeted digital marketing strategies.
Co-Authors Ahmad Idris Anita Sumelvia Dewi Edi Murdianto Edi Murdiyanto Erma Wati Ifa Sholihatin Indah Yuni Astuti, Indah Jatmiko, Udik Lensy Permatasari Miftahul Munir, Miftahul Muhammad Agus Pambudi Muhammad Yudha Farudin Putri Dwi Astari Putri Latifatul Azizah Rafikhein Novia Ayuanti Riska Fauziah Saptaria, Lina Setiyo Wahono Shahril Sobiri, Muhammad Shefyna Marta Siti Koiriyah Solly Aryza Syelfanda Putrifasari Yuriska Gangsar Wati Zaenul Muttaqien