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The Effect of Affiliate Marketing on Impulse Buying

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

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  • Raida Dayanti

    (Universitas Pendidikan Indonesia)

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 showed that affiliate marketing had a significant influence on impulse buying tendencies among TikTok application users in Bandung. TikTok users who were exposed to product conservation and promotion through video content tended to be more prone to impulse purchases compared to those who were 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.

Suggested Citation

  • Raida Dayanti, 2024. "The Effect of Affiliate Marketing on Impulse Buying," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 621-628, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_81
    DOI: 10.2991/978-94-6463-443-3_81
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