Influence of TikTok Affiliate Marketing and Online Customer Reviews on Purchase Decisions in TikTok Shop
Keywords:
affiliate marketing, online customer reviews, purchasing decisionsAbstract
This research is based on the increasing use of digital platforms for shopping, especially TikTok Shop, which offers features that cani influence consumer behavior in makingi purchasing decisions. Thisi study\aims ito determine the\effect of TikTok affiliate0marketing and online customer reviews onOpurchasing decisions in TikTok Shop e-commerce. The methodJused in/this study is aPquantitative methodswith an associative approach. ThePpopulation and sample of this\study\were 61 Blitar Youth Forum Community Administrators who had made purchases at TikTok Shop through the Affiliate and Online Review features. The samplinggtechniqueuusedkwas saturatedusampling, because it used theuentire population as a researchusample. Data analysis in this study used SPSS Statistics. Theuresults ofuthis study indicate that tiktok affiliate marketing partially has a positiveoand significant effectoon purchasing decisions. onlineocustomer reviewsopartially have a positive and significantoeffect on purchasingtdecisions. Tiktok affiliate marketingpand online\customer reviewspsimultaneously have a positive and significantueffect on purchasing\decisions in tiktok shopue-commerce. From several previous explanations, it can be seen that tiktok affiliate marketing and online customer\reviews can improve consumer purchasing decisions in tiktok shop.
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