Pengaruh Affiliate Marketing dan Online Customer Review terhadap Keputusan Pembelian Produk Lozy Hijab di Aplikasi TikTok

Abstract

Persaingan fashion muslim di TikTok semakin ketat dengan banyaknya merek lokal yang menawarkan produk serupa. Lozy Hijab perlu mempertahankan keputusan pembelian konsumen melalui strategi affiliate marketing dan online customer review. Penelitian ini bertujuan menganalisis pengaruh affiliate marketing dan online customer review terhadap keputusan pembelian produk Lozy Hijab di TikTok. Responden berjumlah 210 perempuan muslim Generasi Z yang pernah membeli produk Lozy Hijab, dipilih menggunakan purposive sampling. Data dianalisis menggunakan SEM-PLS dengan SmartPLS 4. Hasil penelitian menunjukkan affiliate marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan path coefficient 0,565 dan t-statistics 7,261. Online customer review berpengaruh positif dan signifikan dengan path coefficient 0,251 dan t-statistics 4,097. Kedua variabel menjelaskan 60,5 persen variasi keputusan pembelian.

Competition in Muslim fashion on TikTok is intensifying with many local brands offering similar products. Lozy Hijab needs to maintain consumer purchase decisions through affiliate marketing and online customer review strategies. This study aims to analyze the influence of affiliate marketing and online customer review on purchase decisions for Lozy Hijab products on TikTok. A total of 210 Muslim Generation Z women who had purchased Lozy Hijab products were selected using purposive sampling. Data were analyzed using SEM-PLS with SmartPLS 4. The results show that affiliate marketing has a positive and significant influence on purchase decisions with a path coefficient of 0,565 and t-statistics of 7,261. Online customer review has a positive and significant influence with a path coefficient of 0,251 and t-statistics of 4,097. Both variables explain 60,5 percent of the variation in purchase decisions.