Pengaruh Affiliate Marketing Dan Live Streaming Di Tiktok Shop Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Gen Z di Kota Kediri)

Rokhma, Sintia Ainur (2025) Pengaruh Affiliate Marketing Dan Live Streaming Di Tiktok Shop Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Gen Z di Kota Kediri). Skripsi thesis, Universitas Kadiri.

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Abstract

The rapid development of digital technology has encouraged business actors to utilize social media as a marketing tool, one of which is through TikTok Shop. Affiliate marketing and live streaming strategies are widely used because they are considered capable of influencing Generation Z shopping behavior. This study aims to examine the influence of these two strategies on Gen Z purchasing decisions in Kediri City with a quantitative approach through a survey of 100 respondents who are active TikTok Shop users. The analysis was carried out using validity, reliability, classical assumptions, and multiple linear regression tests. The results show that live streaming partially has a significant effect on purchasing decisions, while affiliate marketing does not. However, simultaneously, both have a significant effect. These findings indicate that interactive promotions such as live streaming are more effective than passive affiliate content. This study provides a practical contribution to business actors and offers novelty through the combination of two digital strategies in the context of Gen Z in areas that have not been widely studied. Keywords : Affiliate Marketing, Live Streaming, Purchase Decision, TikTok Shop, Genration Z.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	13 Jul 2026 03:19
Last Modified:	13 Jul 2026 03:19
URI:	http://repository.unik-kediri.ac.id/id/eprint/1215

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