Pengaruh Content Marketing Shopee Afiliasi Melalui Media Tiktok Terhadap Keputusan Pembelian Konsumen

Abstract

Shopee Affiliate is a program contained in the Shopee application that offers income for content creators who promote Shopee products on social media. This Affiliate Marketing makes TikTok the chosen platform for content creators to create content marketing, one of which is content creator Jihan Sahira. The theory used in this study is the S-R (Stimulus Response) Theory. The purpose of this study was to determine how significant the influence of Shopee's content marketing affiliate TikTok Jihan Sahira's account on consumer purchasing decisions. This study uses quantitative methods with an explanatory approach. The population in this study were followers on Jihan Sahira's TikTok account, with a sample of 271 people. Data was collected by distributing online questionnaires (google form). Based on SPSS calculations, the results of this study indicate that Ha is accepted and H0 is rejected, which means that there is an influence between Shopee affiliate content marketing Jihan Sahira's TikTok account on consumer purchasing decisions. Furthermore, based on the test results the coefficient of determination (R²) is equal to 0.546. This figure shows that the contribution of the influence of Shopee's content marketing affiliate Jihan Sahira's TikTok account on consumer purchasing decisions is 54.6% in the medium category. While the remaining 45.4% is influenced by other variables not included in this research.