The Effect Affiliate Marketing on Impulse Buying
R. Dayanti-P.D.Dirgantari- M. Masharyono

Universitas Pendidikan Iindonesia

Abstract

This study aims to determine the effect of affiliate marketing on impulse buying tendencies among TikTok application users in Bandung. Affiliate marketing has become a popular marketing strategy in the digital era, with a significant impact on consumer behavior. Meanwhile, TikTok has become one of the most popular social media platforms among the younger generation in various parts of the world, including in Bandung.

This study uses a quantitative approach with a survey method via online questionnaires. The research sample consisted of TikTok application users in Bandung who were involved in affiliate marketing activities. The collected data were analyzed using regression techniques to identify the relationship between the influence of affiliate marketing and impulse buying behavior.

The results of the study show that affiliate marketing has a significant influence on impulse buying tendencies among TikTok application users in Bandung. TikTok users who are exposed to conservation and promote products through video content tend to be more prone to impulse purchases compared to those who are not exposed.

These findings indicate that affiliate marketing plays an important role in influencing consumer behavior on the TikTok platform. Interesting video content with conflicting links can influence users to buy products or services on impulse. This provides opportunities and challenges for marketers to take advantage of TikTok^s potential as an effective marketing platform.

Keywords: Affiliate marketing, Impulse buying, TikTok app users

Topic: Marketing Management, Relationship Marketing, Service Marketing