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Fazri Candra, Muhammad
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Economics, Econometrics & Finance

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Analysis of Communication Effectiveness in Moderating the Relationship between Affiliate Marketing and Consumer Purchasing Decisions Fazri Candra, Muhammad
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

Affiliate marketing has become an effective digital marketing strategy in increasing product and service sales. However, its effectiveness is often influenced by various factors, one of which is communication between the company/affiliate and consumers. This research aims to analyze the role of communication in moderating the relationship between affiliate marketing and consumer purchasing decisions. This research uses a quantitative approach with a survey method involving 100 respondents. Respondents were selected based on the criteria of their experience in participating in affiliate marketing programs. Data is collected through questionnaires that measure consumer perceptions about affiliate marketing effectiveness, communication quality, and purchasing decisions. Data analysis was carried out using moderated regression to test the relationship between these variables.The research results show that affiliate marketing has a significant positive influence on consumer purchasing decisions. Additionally, communication is proven to moderate the relationship, where clear, consistent, and reliable communication strengthens the positive influence of affiliate marketing on purchasing decisions. Factors such as clarity of message, consistency of information, and reliability of information sources were found to be the most influential aspects of communication.
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