Pengaruh Kualitas Konten Affiliator TikTok terhadap Keputusan Pembelian Konsumen Produk Byelice

Abstract

Affiliate marketing melalui TikTok menjadi salah satu strategi pemasaran digital yang banyak digunakan untuk mempromosikan produk kepada konsumen. Kualitas konten yang disampaikan affiliator diduga dapat memengaruhi keputusan pembelian konsumen terhadap produk yang dipromosikan. Penelitian ini bertujuan untuk menganalisis affiliate marketing dalam strategi pemasaran digital produk Byelice, menganalisis kualitas konten affiliator TikTok, menganalisis keputusan pembelian konsumen produk Byelice setelah melihat konten affiliator di TikTok, serta menganalisis pengaruh kualitas konten affiliator TikTok terhadap keputusan pembelian konsumen produk Byelice. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Responden penelitian dipilih menggunakan teknik purposive sampling terhadap pengguna TikTok yang pernah melihat konten affiliator produk Byelice dengan jumlah sampel sebanyak 100 orang. Data dikumpulkan melalui kuesioner, dan observasi. Data dianalisis menggunakan statistik deskriptif, tabulasi silang, dan regresi linier sederhana dengan bantuan IBM SPSS Statistics 28.

Affiliate marketing via TikTok has become one of the most widely used digital marketing strategies for promoting products to consumers. The quality of content created by affiliates is believed to influence consumers’ purchasing decisions regarding the promoted products. This study aims to analyze affiliate marketing within Byelice’s digital marketing strategy, assess the quality of TikTok affiliates’ content, examine consumers’ purchasing decisions regarding Byelice products after viewing affiliates’ content on TikTok, and analyze the impact of the quality of TikTok affiliates’ content on consumers’ purchasing decisions regarding Byelice products. This study employs a quantitative approach using a survey method. Research respondents were selected using purposive sampling among TikTok users who had viewed Byelice product affiliate content, with a sample size of 100 participants. Data were collected through questionnaires and observations. The data were analyzed using descriptive statistics, cross-tabulation, and simple linear regression with the assistance of IBM SPSS Statistics 28.