DAMPAK PROGRAM AFFILIATE MARKETING DI TIKTOK TERHADAP PERCEIVED VALUE
Abstract
Penelitian ini bertujuan untuk menganalisis signifikansi pengaruh perbandingan harga, WOM dan media sosial, privasi dan keamanan, dan kepercayaan terhadap perceived value. Jenis data yang digunakan dalam penelitian ini yaitu data kuantitatif. Sumber data yang digunakan yaitu data primer. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan jumlah 150 responden. Teknik dalam pengumpulan data pada penelitian ini menggunakan kuesioner. Teknik analisis data dengan menggunakan metode deskriptif, uji t, dan uji regresi linear berganda. Hasil menunjukkan bahwa affiliate marketing dimana diturunkan menjadi variabel independen yaitu perbandingan harga, WOM dan media sosial, privasi dan keamanan, dan kepercayaan berpengaruh positif dan signifikan terhadap perceived value.
References
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Bernarto, I., Purwanto, A., Tulung, J. E., & Pramono, R. (2024). The Influence of Perceived Value, And Trust on WOM and Its Impact on Repurchase Intention. Revista De Gestão Social E Ambiental, 18(4), e04983-e04983.
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947.
Dari, A. W., & Saputra, S. (2022). Pengaruh pengelolaan hubungan pelanggan (customer relationship management), nilai yang dirasakan (perceived value), kualitas yang dirasakan (perceived quality), dan kepuasan (satisfaction) terhadap loyalitas nasabah perbankan di Kota Batam. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(3), 1186-1202.
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Gregori, N., Daniele, R., & Altinay, L. (2014). Affiliate marketing in tourism: Determinants of consumer trust. Journal of Travel Research. Retrieved from https://www.servsci.com/wp-content/uploads/2017/11/Determinants-of-consumer-trust.pdf
Helmyzan, M. S., & Roostika, R. (2022). Kualitas Layanan dan Kualitas Pengalaman terhadap Sikap dan Loyalitas Konsumen yang Dimediasi oleh Persepsi Nilai (Studi Kasus pada Bee Dyoti). Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 214–225.
Hu, J. (2024). Exploring the Influence of Social Media Shops: A Comparative Analysis of Instagram and TikTok. International Journal of Social Science and Economic Research.
Kazmi, S., & Fatima, S. (2024). Nexus between service quality and customer loyalty: With the parallel mediation of perceived value and customer satisfaction. International Journal of Management Research and Emerging Sciences. Retrieved from https://ijmres.pk/index.php/IJMRES/article/download/614/272
Kuncoro, A. (2024). Peningkatan Kinerja Pemasaran: Media Sosial, Inovasi Produk, dan pemasaran Afiliasi. JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, 3(1), 50-64.
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Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206.
Nadiva, F. P., & Cahyadi, N. (2022). Konflik Peran Ganda dan Burnout terhadap Kinerja Karyawan Wanita. Jurnal Informatika Ekonomi Bisnis, 221-226.
Nugroho, D., Kawengian, M. G., & Ratu, Y. (2024). Pengaruh Promosi Pemasaran Afiliasi TikTok terhadap Keputusan Pembelian pada Generasi Muda di Kecamatan Wanea Kota Manado. EQUIL, 6(1), 6-6.
Pebiyanti, E., Fauzi, A., Husniyyah, T., Tasia, S. I., Sutendi, Z., & Vitri, A. E. (2023). Pengaruh Kualitas Informasi, Persepsi Keamanan, dan Persepsi Privasi Terhadap Kepercayaan Pengguna Belanja Online (Literature Review). Jurnal Ekonomi Manajemen Sistem Informasi, 4(5), 850–858.
Puspitasari, R. (2023). Pengaruh Pemasaran Afiliasi E-Commerce pada Media Sosial Terhadap Minat Beli Mahasiswa Politeknik Negeri Bandung. International Journal Administration, Business & Organization, 4(2), 1-9.
Putri, R. M., Mahmud, M., Anomsari, A., & Purwatiningsih, A. P. (2024). Pengaruh Harga Dan Nilai Yang Dirasakan Terhadap Minat Beli Ulang Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Konsumen Indomaret Di Semarang. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 13(3), 748–764.
Rahmawati, U., Bintarti, S., & Kurniawan, E. N. (2023). Nilai Yang Dirasakan Dan Harga Terhadap Niat Pembelian Kembali Dengan Mediasi Kepuasan Konsumen Sari Roti Dan Moderasi Personal Selling. Journal On Education, 5(4), 16834–16850.
Saraei, H. M., & Nabi Nia, M. K. (2024). A Study on the Educational Perspectives of the Principle of Benevolence. The Journal of Islamic Law Research. Retrieved from https://ilr.isu.ac.ir/article_77318.html?lang=en
Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied NMathematics and Statistics, 9(1), 4-11.
Xing, G. (2023). Study on the Marketing Strategy of ByteDance Company in the Internet Industry-Taking TikTok as an Example. Siam University.
Zare, R., Poursaeed, M. M., & Azimizadeh, S. (2024). Toward a model of electronic word-of-mouth in Instagram social network site (case study of restaurant industry). Public Management Research. Retrieved from https://jmr.usb.ac.ir/article_8565_en.html?lang=en
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Abdelhady, H., Kamal, N. M., & et al. (2020). Impact of Word of Mouth on Consumer Decision-Making via Social Media.
Bernarto, I., Purwanto, A., Tulung, J. E., & Pramono, R. (2024). The Influence of Perceived Value, And Trust on WOM and Its Impact on Repurchase Intention. Revista De Gestão Social E Ambiental, 18(4), e04983-e04983.
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947.
Dari, A. W., & Saputra, S. (2022). Pengaruh pengelolaan hubungan pelanggan (customer relationship management), nilai yang dirasakan (perceived value), kualitas yang dirasakan (perceived quality), dan kepuasan (satisfaction) terhadap loyalitas nasabah perbankan di Kota Batam. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(3), 1186-1202.
Gustia, D., & Hayuningtias, K. A. (2024). Pengaruh Nilai yang Dirasakan dan Sensitivitas Harga terhadap Kepuasan Konsumen dan Dampaknya Pada Niat Beli Ulang. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 7(1), 210-225.
Gregori, N., Daniele, R., & Altinay, L. (2014). Affiliate marketing in tourism: Determinants of consumer trust. Journal of Travel Research. Retrieved from https://www.servsci.com/wp-content/uploads/2017/11/Determinants-of-consumer-trust.pdf
Helmyzan, M. S., & Roostika, R. (2022). Kualitas Layanan dan Kualitas Pengalaman terhadap Sikap dan Loyalitas Konsumen yang Dimediasi oleh Persepsi Nilai (Studi Kasus pada Bee Dyoti). Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 214–225.
Hu, J. (2024). Exploring the Influence of Social Media Shops: A Comparative Analysis of Instagram and TikTok. International Journal of Social Science and Economic Research.
Kazmi, S., & Fatima, S. (2024). Nexus between service quality and customer loyalty: With the parallel mediation of perceived value and customer satisfaction. International Journal of Management Research and Emerging Sciences. Retrieved from https://ijmres.pk/index.php/IJMRES/article/download/614/272
Kuncoro, A. (2024). Peningkatan Kinerja Pemasaran: Media Sosial, Inovasi Produk, dan pemasaran Afiliasi. JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, 3(1), 50-64.
Limos-Galay, J. A., & Sibulan, F. C. T. (2024). TikTok affiliate marketing: Factors influencing purchase intention of young professional consumers in Santa Cruz, Occidental Mindoro. International Journal of Research. Retrieved from https://www.researchgate.net/profile/Jenny-Galay-Limos/publication/382495982_TikTok_affiliate_marketing_Factors_influencing_purchase_intention_of_young_professional_consumers_in_Santa_Cruz_Occidental_Mindoro/links/66a0bf955919b66c9f6840c6/TikTok-affiliate-marketing-Factors-influencing-purchase-intention-of-young-professional-consumers-in-Santa-Cruz-Occidental-Mindoro.pdf
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206.
Nadiva, F. P., & Cahyadi, N. (2022). Konflik Peran Ganda dan Burnout terhadap Kinerja Karyawan Wanita. Jurnal Informatika Ekonomi Bisnis, 221-226.
Nugroho, D., Kawengian, M. G., & Ratu, Y. (2024). Pengaruh Promosi Pemasaran Afiliasi TikTok terhadap Keputusan Pembelian pada Generasi Muda di Kecamatan Wanea Kota Manado. EQUIL, 6(1), 6-6.
Pebiyanti, E., Fauzi, A., Husniyyah, T., Tasia, S. I., Sutendi, Z., & Vitri, A. E. (2023). Pengaruh Kualitas Informasi, Persepsi Keamanan, dan Persepsi Privasi Terhadap Kepercayaan Pengguna Belanja Online (Literature Review). Jurnal Ekonomi Manajemen Sistem Informasi, 4(5), 850–858.
Puspitasari, R. (2023). Pengaruh Pemasaran Afiliasi E-Commerce pada Media Sosial Terhadap Minat Beli Mahasiswa Politeknik Negeri Bandung. International Journal Administration, Business & Organization, 4(2), 1-9.
Putri, R. M., Mahmud, M., Anomsari, A., & Purwatiningsih, A. P. (2024). Pengaruh Harga Dan Nilai Yang Dirasakan Terhadap Minat Beli Ulang Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Konsumen Indomaret Di Semarang. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 13(3), 748–764.
Rahmawati, U., Bintarti, S., & Kurniawan, E. N. (2023). Nilai Yang Dirasakan Dan Harga Terhadap Niat Pembelian Kembali Dengan Mediasi Kepuasan Konsumen Sari Roti Dan Moderasi Personal Selling. Journal On Education, 5(4), 16834–16850.
Saraei, H. M., & Nabi Nia, M. K. (2024). A Study on the Educational Perspectives of the Principle of Benevolence. The Journal of Islamic Law Research. Retrieved from https://ilr.isu.ac.ir/article_77318.html?lang=en
Shrestha, N. (2021). Factor analysis as a tool for survey analysis. American Journal of Applied NMathematics and Statistics, 9(1), 4-11.
Xing, G. (2023). Study on the Marketing Strategy of ByteDance Company in the Internet Industry-Taking TikTok as an Example. Siam University.
Zare, R., Poursaeed, M. M., & Azimizadeh, S. (2024). Toward a model of electronic word-of-mouth in Instagram social network site (case study of restaurant industry). Public Management Research. Retrieved from https://jmr.usb.ac.ir/article_8565_en.html?lang=en
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-12-31
How to Cite
Lestari, D., Sari, H., & Kurniaty, D. (2024). DAMPAK PROGRAM AFFILIATE MARKETING DI TIKTOK TERHADAP PERCEIVED VALUE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 3159-3180. https://doi.org/10.31955/mea.v8i3.4857
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Articles
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