PENGARUH AFFILIATE MARKETING DAN CONTENT MARKETING IN SOCIAL MEDIA TERHADAP PADA FOLLOWERS TIKTOK DAN INSTAGRAM BRAND FASHION LOKAL WANITA

Abstract

This research aims to obtain an overview and influence of affiliate marketing and content marketing on online purchasing decisions among Instagram followers of the local women's fashion brand industry. The type of research used is descriptive and verification. With a quantitative approach, the population in this study was 13 million with a sample size of 349 respondents who were Instagram followers of the local women's fashion brand industry using a simple random sampling technique. The data was processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study found that affiliate marketing and content marketing have a positive and significant influence on online purchasing decisions, this is indicated by the critical ratio value which is greater than the minimum value, meaning that there is a positive and significant influence between the affiliate marketing and content marketing variables on simultaneous online purchasing decisions. This statement can indicate that the better the company pays attention to affiliate marketing and content marketing, the better the online purchasing decisions that consumers will make for that company. The result of the highest contribution made by the affiliate marketing variable in shaping online purchasing decisions is the trust dimension and the lowest in shaping online purchasing decisions is affiliate promotion. The dimension of content marketing on social media that has the highest contribution in shaping online purchasing decisions is commitment and the lowest in shaping online purchasing decisions is relevance.

Keywords: Celebrity Endorsement, Online Purchase Decision, User Generated Content

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh affiliate marketing dan content marketing terhadap online purchase decision pada followers Instagram industri brand fashion lokal wanita. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Dengan pendekatan kuantitatif populasi dalam penelitian ini berjumlah 13 juta dengan sampel berjumlah 349 responden yang merupakan followers Instagram industri brand fashion lokal wanita dengan menggunakan Teknik simple random sampling. Data diolah secara statistic dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa affiliate marketing dan content marketing memiliki pengaruh positif dan signifikan terhadap online purchase decision, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel affiliate marketing dan content marketing  terhadap online purchase decision secara simultan. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan affiliate marketing dan content marketing akan semakin baik juga online purchase decisoin yang muncul pada konsumen untuk perusahaan tersebut. Hasil kontribusi yang diberikan variable affiliate marketing  paling tinggi dalam membentuk online purchase decision  adalah dimensi trust dan yang paling rendah membentuk online purchase decision adalah affiliate promotion. Dimensi content marketing in social media yang memiliki kontribusi paling tinggi dalam membentuk online purchase decision adalah commitment serta yang paling rendah membentuk online purchase decision adalah relevance.

Kata kunci: Content marketing, Online Purchase Decision, Affiliate Marketing