<![CDATA[This study aims to examine the influence of affiliate marketing on increasing impulsive buying among Generation Z users of TikTok Shop, with customer trust serving as a mediating variable. Employing a quantitative approach, the study collected data from 100 respondents residing in the Solo Raya region using a non-probability purposive sampling technique; a questionnaire utilizing a 1–5 Likert scale served as the research instrument. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS software (version 4.1.1.8). The findings indicate that affiliate marketing has a positive and significant effect on impulsive buying, and consumer trust is likewise shown to have a positive and significant impact on impulsive buying. Furthermore, consumer trust acts as a mediator linking the influence of affiliate marketing to impulsive buying. Theoretically, this study provides an empirical contribution to the literature regarding the role of consumer trust within the digital marketing ecosystem, particularly on social commerce platforms such as TikTok Shop.]]>
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