Pengaruh Affiliate Marketing dan Live Streaming terhadap Perilaku Impulsive Buying Pengguna TikTok di Jabodetabek

Abstract

Platform social commerce TikTok telah mengintegrasikan hiburan dan transaksi secara masif. Menggunakan kerangka Stimulus-Organism-Response (SOR), penelitian ini menganalisis pengaruh affiliate marketing dan live streaming terhadap impulsive buying, dengan emosi sebagai variabel mediasi. Survei kuantitatif dilakukan terhadap 313 pengguna aktif TikTok di Jabodetabek melalui purposive sampling, dan data dianalisis menggunakan SEM-PLS. Hasil menunjukkan affiliate marketing berpengaruh positif dan signifikan secara langsung maupun tidak langsung terhadap impulsive buying. Sebaliknya, live streaming hanya berpengaruh secara tidak langsung melalui mediasi penuh emosi. Temuan ini menegaskan bahwa live streaming bertindak murni sebagai pemicu emosional, sementara affiliate marketing mampu memicu impulsive buying baik secara langsung maupun melalui pengaktifan emosi konsumen (pleasure dan arousal). Oleh karena itu, pelaku usaha direkomendasikan beralih dari promosi hard-selling transaksional ke strategi storytelling emosional yang autentik guna mengoptimalkan konversi penjualan.

The TikTok social commerce platform has massively integrated entertainment and transactions. Using the Stimulus-Organism-Response (SOR) framework, this study analyzes the effect of affiliate marketing and live streaming on impulsive buying, with emotion as a mediator. A quantitative survey was conducted on 313 active TikTok users in Jabodetabek using purposive sampling, and data were analyzed via SEM-PLS. The results indicate that affiliate marketing has a significant positive direct and indirect effect on impulsive buying (partial mediation), while live streaming only exerts an indirect effect through the full mediation of emotion. These findings highlight that live streaming acts purely as an emotional trigger, whereas affiliate marketing can drive impulsive buying both directly and through the activation of consumer emotion (pleasure and arousal). Consequently, businesses are recommended to shift from transactional hard-selling to authentic emotional storytelling strategies to optimize sales conversions.