Affiliated Marketing Content in Shopee Through Tiktok Media on Purchase Decisions

Abstract

Purpose: The purpose of this research is to assess the influence of Affiliate Marketing Content at Shopee through TikTok media on purchase decisions. Method: This research employs a survey-based quantitative approach, involving 110 TikTok users as participants. Online questionnaires using Google Forms were utilized to collect data. Results and conclusion: The findings of this study indicate that affiliate marketing content on Shopee has a significant impact on purchase decisions, as Ha is accepted and H0 is rejected. The results obtained from the test indicate that this influence falls within the high category, with a percentage of 86.2%. Overall, the Shopee affiliate program and TikTok content marketing have a significant influence on consumer purchasing decisions, emphasizing the importance of engaging digital content for increased sales and brand visibility. Research implications The research demonstrates that affiliate marketing content on Shopee, specifically through TikTok media, has a significant impact on purchase decisions. This implies that companies can effectively leverage the Shopee affiliate program and TikTok content marketing to increase consumer purchasing decisions and drive sales. Originality/value: The research provides empirical evidence that the Shopee affiliate program and TikTok content marketing play a significant role in influencing consumer purchasing decisions. The findings highlight the importance of incorporating engaging digital content and leveraging social media platforms for increased brand visibility and sales.