Pengaruh Affiliate Marketing, Content Quality, dan Electronic Word of Mouth terhadap Purchase Decision Skincare Skintific oleh Gen Z pada TikTok Shop di Jabodetabek
DOI:
https://doi.org/10.63822/fw5hb703Keywords:
Affiliate Marketing; Content Quality; Electronic Word of Mouth; Purchase Decision; TikTok Shop; Generation Z.Abstract
This study aims to analyze the influence of Affiliate Marketing, content quality, and electronic word of mouth on purchase decision of Skintific skincare products by Generation Z on TikTok Shop in Jabodetabek. A quantitative approach with a survey method was employed in this study. The population was Generation Z residing in Jabodetabek who had purchased Skintific products through TikTok Shop. A sample of 200 respondents was selected using purposive sampling technique. Data were collected through a questionnaire with a six-point Likert scale. Data analysis techniques included validity test, reliability test, normality test, heteroscedasticity test, simple linear regression analysis, t-test, and coefficient of determination test using IBM SPSS Statistics version 25. The results showed that Affiliate Marketing had a positive and significant effect on purchase decision (sig. 0.000; R² 22.1%), content quality had a positive and significant effect (sig. 0.000; R² 13.1%), and electronic word of mouth had a positive and significant effect (sig. 0.000; R² 26.2%). It can be concluded that all three variables have a positive and significant effect on purchase decision of Skintific products by Generation Z on TikTok Shop in Jabodetabek, with electronic word of mouth providing the greatest contribution.
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Copyright (c) 2026 Amanda Chrisanty Wibowo, Annisa Lutfia, Daru Putri Kusumaningtyas (Author)
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