Pengaruh Content Marketing dan Affiliate Marketing Terhadap Minat Beli Konsumen: Studi pada Generasi Z Pengguna Aplikasi TikTok
- Moch. Anwarul Mubarok Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
-
Ugy Soebiantoro
*
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya,
Indonesia
(*) Corresponding Author
Abstract
The rapid growth of social media, particularly TikTok, has encouraged the increasing use of content marketing and affiliate marketing as digital marketing strategies. In practice, promotional content often presents unclear information, and the products promoted by affiliates frequently differ from those actually received by consumers. Meanwhile, previous studies report mixed findings on the relationship of content marketing and affiliate marketing with purchase intention, indicating that this relationship still requires further investigation. On this basis, this study examines the extent to which content marketing and affiliate marketing influence purchase intention among Generation Z TikTok users in Surabaya. A quantitative approach was employed, with active Generation Z TikTok users in Surabaya as the target population. Using purposive sampling, primary data were collected from 140 respondents through a structured questionnaire. The data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that content marketing has a significant effect on purchase intention (T-statistic = 3.700, p-value = 0.000), as does affiliate marketing (T-statistic = 6.457, p-value = 0.000). These findings confirm that both content marketing and affiliate marketing have a positive and significant effect on the purchase intention of Generation Z TikTok users in Surabaya.
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