The Influence of Social Media Marketplace Affiliates on Purchasing Decisions for Fashion Products

Ummi Lathifah(1), Melly Prabawati(2), Esty Nurbaity Arrsyi(3),

DOI: https://doi.org/10.15294/teknobuga.v12i1.47318


(1) Fashion Design Education Program, Faculty of Engineering, Universitas Negeri Jakarta
(2) Fashion Design Education Program, Faculty of Engineering, Universitas Negeri Jakarta
(3) Fashion Design Education Program, Faculty of Engineering, Universitas Negeri Jakarta

Abstract

This study aims to determine the influence of social media marketplace affiliates on purchasing decisions for fashion products. This research uses a survey method with a quantitative approach and an associative research design. The population in this study consists of consumers aged 18–34 years in the JABODETABEK area who have purchased fashion products through marketplace affiliate links. The sampling technique used in this study is non-probability sampling with the incidental method, resulting in a sample size of 100 people. Data collection was carried out using a questionnaire with a Likert scale. The analysis technique used is the chi-square test. The results showed an Asymp. Sig. Pearson Chi-Square of 0.001 with a significance value of p = 0.001 (p < 0.05). It can be concluded that there is a significant influence of social media marketplace affiliates on purchasing decisions for fashion products.

Keywords

Purchasing decisions; marketplace affiliates; fashion products

Full Text:

PDF

References

Abdelhady, M. H., Kamal, N. M., & Abd El Samie, H. (2020). Impact of affiliate marketing on customer loyalty. Journal of the Faculty of Tourism and Hotels-University of Sadat City, 4(1/1), 50-71.

Ashari, N. N., & Indayani, L. (2023). Generation Z Perception of Affiliate Marketing, Online Customer Experiences and Brand Trust Toward Purchase Decision on Marketplace Shopee.

Bhojanna, U., & Archana, P. (2020). Consumers' attitude towards online shopping of apparels in Bengaluru city. Journal of Engineering Science, 11(4), 675-684.

Fitriadi, E., & Rini, N. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Showroom Perintis Motor. Jurnal EKOBIS: Ekonomi Bisnis & Manajemen, 9(1), 56-70.

Gatautis, R., & Vitkauskaitė, E. (2020). Paid advertising–search, social and affiliate. In Digital and Social Media Marketing (pp. 257-277). Routledge.

Guo, J., Zhang, W., & Xia, T. (2023). Impact of shopping website design on customer satisfaction and loyalty: The mediating role of usability and the moderating role of trust. Sustainability, 15(8), 6347.

Hashem, T. N. (2020). The role of supply chain strategy and affiliate marketing in increasing the demand for e-commerce–social media POV. Int. J Sup. Chain. Mgt Vol, 9(1), 832.

Husna, F. (2023, May). Peran Affiliator Dalam Menarik Minat Belanja Konsumen. In Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK) (Vol. 2, pp. 299-306).

Ilhamalimy, R. R., & Ali, H. (2021). Model perceived risk and trust: e-WOM and purchase intention (the role OF trust mediating IN online shopping IN shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204-221.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Mehta, R., Singh, H., Banerjee, A., Bozhuk, S., & Kozlova, N. (2020, September). Comparative analysis of the consequences of purchasing models transformation within the global digitalization of the economy. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012071). IOP Publishing.

Misra, I., Zakiah, Z., & Sukmana, E. T. (2021). Mekanisme Bagi Hasil pada Sistem Affiliate Marketing Taqychan Saffron. Al-Iqtishadiyah: Ekonomi Syariah dan Hukum Ekonomi Syariah, 7(2), 94-106.

Mukherjee, K. (2020). Social media marketing and customers’ passion for brands. Marketing intelligence & planning, 38(4), 509-522.

Nabilah, A. (2022, July 13). Tren Belanja Online dalam Era New Normal. https://www.ukmindonesia.id/. https://www.ukmindonesia.id/baca-deskripsi-posts/tren-belanja-online-dalam-era-new-normal/

Rahadi, D. R., & Abdillah, L. A. (2013). The utilization of social networking as promotion media (Case study: Handicraft business in Palembang). arXiv preprint arXiv:1312.3532.

Sutinen, U. M., Saarijärvi, H., & Yrjölä, M. (2022). Shop at your own risk? Consumer activities in fashion e‐commerce. International Journal of Consumer Studies, 46(4), 1299-1318.

Waringin, T. (2017, November 3). Risiko Berbelanja Online yang Perlu Anda Waspadai. Detikfinance. https://finance.detik.com/berita-ekonomi-bisnis/d-3711580/5-risiko-berbelanja-online-yang-perlu-anda-waspadai.

Wicaksono, Q. (2022). Pengaruh Shopee Affiliates Program terhadap Minat Beli dan Keputusan Pembelian (Doctoral dissertation, IPB University).

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.