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Marketing Affiliates, Influencers, and Purchase Decisions of Shopaholic Users in Jakarta

Author

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  • Husnayetti Husnayetti

    (Institut Teknologi dan Bisnis Ahmad Dahlan, Jakarta, Indonesia)

  • Cantika Awalya Ramadhanty

    (Institut Teknologi dan Bisnis Ahmad Dahlan, Jakarta, Indonesia)

  • Erion Erion

    (Institut Teknologi dan Bisnis Ahmad Dahlan, Jakarta, Indonesia)

Abstract

This study aims to examine the influence of Affiliate Marketing with the indicator of content marketing, continuous marketing and personal marketing and influencers with indicators of expertise, attractiveness and trust in purchasing decisions with indicators of product choice, brand choice, purchase choice, and the number of purchases on Shopee users in South Jakarta. The data collection method used a purposive sampling technique with predetermined criteria. The data analysis method used multiple linear regression analysis using SPSS V25 software. To the results of the research, Affiliate Marketing has a significant effect on the purchasing decisions of Shopee users, with a value of 5.489, and the influence has a significant effect on purchasing decisions of Shopee users, with a value of 5.501. The results of the F test of 0.000

Suggested Citation

  • Husnayetti Husnayetti & Cantika Awalya Ramadhanty & Erion Erion, 2023. "Marketing Affiliates, Influencers, and Purchase Decisions of Shopaholic Users in Jakarta," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 5(1), pages 63-68, January.
    • Handle: RePEc:alk:jbms00:v:5:y:2023:i:1:id:4758
    DOI: 10.32996/jbms.2023.5.1.7
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