Pengaruh Affiliate Marketing, Live Streaming dan Influencer Promotion terhadap Keputusan Pembelian Produk Wardah di E-Commerce Tiktok Shop di Solo Raya
DOI:
https://doi.org/10.54065/jss.6.4.2026.1769Keywords:
Keputusan Pembelian, Pemasaran Afiliasi, Promosi Influencer, Siaran LangsungAbstract
Urgensi penelitian ini adalah untuk menganalisis pengaruh affiliate marketing, live streaming, dan influencer promotion terhadap keputusan pembelian produk Wardah di TikTok Shop pada konsumen di Solo Raya. Perkembangan teknologi informasi, internet, dan media sosial telah mengubah pola pemasaran serta perilaku konsumen, khususnya dalam proses pencarian informasi dan pengambilan keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh affiliate marketing, live streaming, dan promosi influencer terhadap keputusan pembelian produk Wardah melalui TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan data primer dan sekunder serta dilaksanakan pada 7 April–31 Mei 2026. Populasi penelitian adalah konsumen Wardah pengguna TikTok yang berdomisili di Solo Raya. Sampel berjumlah 100 responden yang ditentukan menggunakan teknik non-probability sampling dengan metode purposive sampling. Kriteria responden meliputi pengguna aktif TikTok berusia minimal 17 tahun, pernah membeli produk Wardah melalui TikTok Shop dalam enam bulan terakhir, pernah menyaksikan live streaming Wardah, mengikuti minimal satu influencer yang mempromosikan Wardah, serta pernah membeli melalui tautan affiliate. Data dikumpulkan melalui kuesioner dan studi literatur. Analisis meliputi uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan seluruh instrumen valid dan reliabel serta model memenuhi asumsi klasik. Persamaan regresi diperoleh . Secara parsial, affiliate marketing, live streaming, dan promosi influencer berpengaruh positif dan signifikan terhadap keputusan pembelian. Ketiga variabel mampu menjelaskan 88,3% variasi keputusan pembelian. Secara teoritis, hasil ini memperkuat peran interaksi, kredibilitas sumber, dan komunikasi persuasif dalam social commerce. Secara praktis, Wardah perlu memprioritaskan influencer yang sesuai dengan citra merek, meningkatkan kualitas informasi affiliate, serta mengoptimalkan visual, interaksi, dan promosi khusus selama live streaming.
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