Pengaruh Live Streaming dan Affiliate Marketing Terhadap Keputusan Pembelian Online Melalui Media Sosial TikTok (Studi pada Mahasiswa Manajemen Pengguna TikTok)

Salsabila Nuarindah Ramli; M. Ikhwan Maulana Haeruddin; Muhammad Ilham Wardhana Haeruddin; Siti Hasbiah; Nurul Fadilah Aswar

doi:10.54066/jmbe-itb.v3i1.2705

Authors

Salsabila Nuarindah Ramli Universitas Negeri Makassar
M. Ikhwan Maulana Haeruddin Universitas Negeri Makassar
Muhammad Ilham Wardhana Haeruddin Universitas Negeri Makassar
Siti Hasbiah Universitas Negeri Makassar
Nurul Fadilah Aswar Universitas Negeri Makassar

DOI:

https://doi.org/10.54066/jmbe-itb.v3i1.2705

Keywords:

live streaming, affiliate marketing, purchasing decision

Abstract

This study aims to determine the influence of live streaming and affiliate marketing on online purchasing decisions through social media Tiktok. Marketing has experienced significant developments in conventional methods such as print or television advertising that requires large costs, to social media the main tool for companies and consumers. This research is a quantitative study with a descriptive approach. The sample used was 102 students of the Management Study Program Faculty of Economics and Business, Makassar State University, Class of 2020-2022. Data collectionwas carried out using observation methods, literature studies, and surveys using questionnaires. The data analysis method uses multiple linear regression analysis using two statistical test methods, namely, partial test (t test) and simultaneous test (f test) using statistical product and service solutions (SPSS). Based on the research results, the results of the f-test hypotesis show that the calculated f value (155,779) > f table (3.088) with a significance level of (0,000) < (0,05) which means that the independent variables (Live Streaming X1 and Affiliate Marketing X2) simultaneously have a positive and significant influence on the Y variable (Purchase Decision). Meanwhile, the results of the t-test obtained the calculated t value of the live streaming variable (5.895) > t table (1.985) with a significance level of (0.000) < (0,05) which means that the X1 variable (Live Streaming) partially has a positive and significant influence on the Y variable obtained a calculated t value (4.870) > t table (1.984) with a significance level of (0,000) < (0,05) which means that the variable X2 (Affiliate Marketing) partially has a positive and significant influence on the variable Y (Purchase Decision).

References

Aldhama, P. (2022). “Pengaruh Review dan Affiliate Marketing Produk Marketplace Terhadap Impulse Buying Konsumen dalam Perspektif Ekonomi Islam”. Lampung: Universitas Islam Negeri Raden Intan.

Brilianita, S., & Sulistyowati, R. (2023). Affiliate Marketing terhadap Minat Beli Mahasiswa di Tiktok Shop. JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan, 7(2), 157-167.

Charlie. (2020). Membangun Kepercayaan dan Keterlibatan Konsumen Melalui Live Streaming Social Commerce di Facebook. Yogyakarta: Universitas Atma Jaya.

Fitriyani, F., Nanda, A. S., & Aristyanto, E. (2021). Peran Impulsive Buying Saat Live Streaming pada Masa Pandemi Covid-19 (Studi Kasus E-commerce Shopee). Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 6(2), 542-555.

Gallaugher, J. M., Auger, P., & BarNir, A. (2001). Revenue Streams and Digital Content Providers: an Empirical Investigation. Information & Management, 38(7), 473-485.

Haq, M., & Heaney, R. (2012). Factors Determining European Bank Risk. Journal of International Financial Markets, Institutions and Money, 22, 696-718.

Hilvert-Bruce, Z., Neill, J. T., Sjoblom, M., & Hamari, J. (2018). Social Motivations of Live-Streaming Viewer Engagement on Twitch. Computers in Human Behavior, 84, 58-67.

Kaharuddin, E. K., Haeruddin, M. I. M., & Musa, M. I. (2023). Pengaruh Citra Merek, Kualitas Produk, Dan Gaya Hidup Terhadap Keputusan Pembelian Iphone Studi Kasus Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Negeri Makassar. DECISION: Jurnal Ekonomi dan Bisnis, 4(1), 163-171.

Kotler dan Keller (2016). Marketing Management, 15th Edition, Pearson Education, Inc.

Kotler, P., & Armstrong, G. (2016). Prinsip-Prinsip Pemasaran. Erlangga, Jakarta.

Latham, T. M. Dan K. (2011). Social Media: The Business Benefit May Be Enermous, But Can The Risks Reputation, Legal, Operational Bemitigated Information LawGroup. Information LawGroup.

Marquerette, L. U., & Hamidah, S. F. (2023). “The Impact of Affiliate Marketing and Service Features Hamidah on E-Commerce Consumers Buying Interest.” Almana: Jurnal Manajemen dan Bisnis 7(1), 49-55.

Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada Tiktok Shop di Surabaya. SEIKO: Journal of Management & Business, 6(1), 337-344.

Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 4(2), 442-452.

Setiawan, A., & Sulistiowati, L. H. (2017). Penerapan modifikasi technology acceptance model (TAM) dalam e-business. Jurnal Manajemen dan Pemasaran Jasa, 10(2), 171-186.

Syam, S. A., Haeruddin, M. I. W., Ruma, Z., Musa, M. I., & Hasbiah, S. (2022). PENGARUH PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA MARKETPLACE. Value Added: Majalah Ekonomi dan Bisnis, 18(2), 73-79.

Widyawati, N. I., & Asteria, B. (2024). EFEKTIVITAS CONTENT MARKETING, AFFILIATE MARKETING DAN LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN BARENBLIS DI YOGYAKARTA. Upajiwa Dewantara: Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat, 8(1), 30-35.