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Pengaruh Influencer Marketing dan Affiliate Marketing terhadap Purchase Decision Melalui Online Customer Review Tas Perempuan di Shopee Affiliate (Studi Kasus Pada Gen Z Di Kota Pekanbaru)

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This research aims to determine the extent of the influence of influencer marketing and affiliate marketing on purchase decisions through online customer reviews of women's bags on Shopee affiliate (Case Study on Gen Z in Pekanbaru City). This study consists of two independent variables, namely influencer marketing and affiliate marketing, and one dependent variable, which is purchase decision, with online customer reviews as an intervening variable. The analytical method used is path analysis. Data collection for this research was conducted using a questionnaire filled out by respondents, specifically Gen Z individuals in Pekanbaru City who purchased women's bags through Shopee affiliate. The results of the study based on Partial Tests (t-tests) are as follows: a) There is no significant influence of influencer marketing on online customer reviews. b) There is a significant influence of affiliate marketing on online customer reviews. c) There is a significant influence of influencer marketing on purchase decisions. d) There is no significant influence of affiliate marketing on purchase decisions. e) There is a significant influence of online customer reviews on purchase decisions. f) Online customer reviews cannot mediate the influence of influencer marketing on purchase decisions. g) Online customer reviews can mediate the influence of affiliate marketing on purchase decisions.

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Detail Information

Call Number

Manajemen 658.872 Yol p

Language

Indonesia

NPM

205210013

Publisher

Manajemen : Universitas Islam Riau., 2023

Keyword(s)

Purchase Decision
Online Customer Review
Affiliate Marketing
Influencer Marketing

Other Information

Petugas

Uthi Kurnia

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