PENGARUH AFFILIATE MARKETING, KUALITAS KONTEN, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI TIKTOK SHOP

(Studi Kasus: Mahasiswa Universitas Maarif Hasyim Latif)

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh affiliate marketing, kualitas konten, dan brand awareness terhadap keputusan pembelian smartphone di platform TikTok Shop, dengan objek studi mahasiswa Universitas Maarif Hasyim Latif. Menggunakan pendekatan kuantitatif dengan metode survei terhadap 95 responden, analisis data dilakukan melalui uji validitas, reliabilitas, asumsi klasik, korelasi Pearson, serta regresi linier berganda dengan bantuan SPSS versi 30. Hasil penelitian menunjukkan bahwa secara parsial, affiliate marketing dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, masing-masing dengan nilai signifikansi < 0,001 dan 0,007, serta koefisien regresi sebesar 0,376 dan 0,295. Sebaliknya, kualitas konten tidak menunjukkan pengaruh signifikan secara parsial dengan nilai signifikansi sebesar 0,389 dan koefisien regresi 0,110. Secara simultan, ketiga variabel independen tersebut memberikan pengaruh yang signifikan terhadap keputusan pembelian, dengan nilai F sebesar 32,077 dan signifikansi < 0,001. Koefisien determinasi (R²) sebesar 0,514 menunjukkan bahwa 51,4% variasi keputusan pembelian dapat dijelaskan oleh affiliate marketing, kualitas konten, dan brand awareness, sementara sisanya sebesar 48,6% dipengaruhi oleh faktor lain di luar model. Temuan ini menegaskan bahwa strategi pemasaran berbasis afiliasi serta penguatan brand awareness memainkan peran penting dalam membentuk keputusan pembelian mahasiswa di TikTok Shop.

Researches of organizational commitment had become the popular topic to be one This study aims to analyze the influence of affiliate marketing, content quality, and brand awareness on smartphone purchase decisions through the TikTok Shop platform, with university students from Maarif Hasyim Latif University as the study sample. Utilizing a quantitative approach and survey method involving 95 respondents, the data were analyzed through validity and reliability tests, classical assumption tests, Pearson correlation, and multiple linear regression using SPSS version 30. The results indicate that affiliate marketing and brand awareness have a positive and significant partial effect on purchase decisions, with significance values of < 0.001 and 0.007, and regression coefficients of 0.376 and 0.295, respectively. In contrast, content quality does not show a significant partial influence, indicated by a significance value of 0.389 and a regression coefficient of 0.110. Simultaneously, all three independent variables significantly influence purchase decisions, evidenced by an F value of 32.077 and a significance level of < 0.001. The coefficient of determination (R²) of 0.514 suggests that 51.4% of the variation in purchase decisions is explained by affiliate marketing, content quality, and brand awareness, while the remaining 48.6% is influenced by other factors beyond the model. These findings highlight the dominant role of affiliate marketing and strong brand awareness in shaping student purchase decisions on TikTok Shop.