Pengaruh Affiliate Marketing melalui TikTok terhadap Keputusan Pembelian Produk Emina pada Generasi Z

Putri, Indyra Marissa (2026) Pengaruh Affiliate Marketing melalui TikTok terhadap Keputusan Pembelian Produk Emina pada Generasi Z. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The development of TikTok as a digital marketing platform has encouraged the use of Affiliate Marketing as a strategy for delivering product information and marketing products to consumers, particularly Generation Z. This study aims to determine the influence of Affiliate Marketing through TikTok on Generation Z’s purchase decisions regarding Emina products and the magnitude of this influence. This study employed a quantitative approach using a survey method. Data were collected through an online questionnaire using a semantic differential scale ranging from 1 to 7. The sample consisted of 110 Generation Z respondents who had a TikTok account, had viewed Emina Affiliate content, and had purchased Emina products through TikTok Shop. The sampling technique used non-probability sampling with purposive sampling. Data were analyzed using IBM SPSS Statistics 26 through descriptive statistical analysis, simple linear regression, t-test, F-test, and coefficient of determination. The results showed that Affiliate Marketing through TikTok had a positive and significant influence on Generation Z’s purchase decisions regarding Emina products. The significance value was 0.000, with a regression coefficient of 0.800. The R Square value of 0.440 indicates that Affiliate Marketing contributed 44.0% to purchase decisions, while the remaining 56.0% was influenced by other factors outside the research model.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Affiliate Marketing, TikTok, Purchase Decision, Generation Z, Emina
Subjects:	Communication Science > Digital Communication Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Indyra Marissa Putri
Date Deposited:	16 Sep 2026 03:49
Last Modified:	16 Sep 2026 03:49
URI:	https://repository.bakrie.ac.id/id/eprint/14736

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