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All Journal Jurnal Serambi Ekonomi dan Bisnis
Eriza Selviani, Eriza
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Economics, Econometrics & Finance Education

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Pengaruh Review Produk dan Content Creator terhadap Minat Beli melalui Affiliate Marketing pada Pengguna E-Commerce Shopee Eriza Selviani, Eriza; Sapira, Bela; Munajad, Ali; Purnamasari, Pupung
Jurnal Serambi Ekonomi dan Bisnis Vol 8, No 1 (2024): September 2024 -Februari 2025
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/jseb.v8i1.8730

Abstract

This research aims to test the influence of product reviews and content creators on purchasing interest through affiliate marketing of Shopee e-commerce users. This type of quantitative research, with a sample size of 156 respondents. Data collection uses a questionnaire. Data analysis includes validity and reliability tests, data analysis using SEM AMOS version 23. The results of the research directly product reviews have a significant positive effect on affiliate marketing. Content Creator has a significant positive effect on Affiliate Marketing. Product reviews have an insignificant positive effect on purchasing interest. Content Creator has an insignificant positive effect on purchasing interest. Affiliate marketing has a significant positive effect on Purchase Interest. The results of the intervening test show that the affiliate marketing variable is able to act as an intervening variable between product reviews and content creators on the buying interest of Shopee e-commerce users.
Co-Authors Munajad, Ali Pupung Purnamasari Sapira, Bela