Pengaruh Affiliate Marketing dan Online Customer Review terhadap Impulsive Buying Generasi Z pada Produk Skintific di E-Commerce Shopee

Sarah Fadhila Ardini(1*), Dina Sarah Syahreza(2),

(1) Universitas Negeri Medan
(2) Universitas Negeri Medan
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menguji pengaruh affiliate marketing dan online customer review terhadap impulsive buying generasi z pada produk Skintific di E-Commerce Shopee. Metode penelitian yang digunakan dengan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada mahasiswa jurusan Manajemen yang pernah membeli produk Skintific di E-Commerce Shopee. Teknik pengambilan sampel yang digunakan ialah non-probability sampling, diperolah sebanyak 130 responden yang memenuhi kriteria yang telah ditentukan. Teknik analis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa affiliate marketing dan online customer review berpengaruh positif dan signifikan terhadap impulsive buying. Secara simultan, affiliate marketing dan online customer review berpengaruh terhadap impulsive buying. Temuan ini mengindikasikan strategi pemasaran digital melalui affiliate marketing dan online customer review efektif dalam mendorong perilaku pembelian impulsif, khususnya di kalangan Generasi Z. Generasi Z sangat responsif terhadap konten digital yang bersifat persuasif dan autentik. Implikasi pada penelitian ini Skintific perlu memastikan bahwa informasi yang disampaikan oleh afiliator tetap akurat dan tidak terlalu melebihlebihkan, guna menjaga kepercayaan konsumen dan menghindari backlash yang dapat merusak citra merek.

Keywords


Affiliate Marketing; Online Customer Review; Impulsive Buying; Generasi Z; Skintific.

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DOI: https://doi.org/10.58939/afosj-las.v5i2.1096

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