Pengaruh program afiliasi melalui Tiktok terhadap minat beli brand The Originote pada generasi z di daerah Tangerang Selatan

Limantauw, Shelley Carina (2024) Pengaruh program afiliasi melalui Tiktok terhadap minat beli brand The Originote pada generasi z di daerah Tangerang Selatan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Program Afiliasi TikTok terhadap minat beli brand The Originote, dengan fokus pada perilaku konsumen Generasi Z di Tangerang Selatan. Penggunaan platform media sosial, khususnya TikTok, sebagai alat pemasaran telah menjadi semakin penting dalam mencapai target pasar yang dinamis dan terhubung secara digital. Metode penelitian kuantitatif digunakan, dan data dikumpulkan melalui survei menggunakan kuesioner. Responden merupakan individu Generasi Z yang aktif menggunakan TikTok dan memiliki pengetahuan tentang Program Afiliasi TikTok serta brand yang terlibat. Setelah kuesioner dipastikan valid dan realibel, uji korelasi digunakan untuk mengidentifikasi hubungan antara variabel independen (Program Afiliasi TikTok) dan variabel dependen (minat beli). Analisis regresi sederhana digunakan untuk melihat sejauh mana pengaruh dari variabel independen (Program Afiliasi TikTok) terhadap variabel dependen (minat beli). Hasilnya menunjukkan adanya pengaruh positif yang signifikan antara program afiliasi TikTok pada minat beli Generasi Z di Tangerang Selatan kepada produk The Originote. Temuan dari penelitian ini diharapkan dapat memberikan wawasan yang lebih mendalam tentang bagaimana Program Afiliasi TikTok dapat menjadi faktor kunci dalam membentuk minat beli konsumen terhadap suatu brand. Implikasi praktis dari hasil penelitian ini dapat digunakan oleh pemasar untuk meningkatkan efektivitas pemasaran melalui platform TikTok dan program afiliasi. / This research aims to determine and analyze the influence of the TikTok Affiliate Program on the purchase interest in The Originote brand, with a focus on the behavior of Generation Z consumers in South Tangerang. A quantitative research method was employed, and data were collected through a survey using a questionnaire. Respondents were individuals from Generation Z actively using TikTok and having knowledge about the TikTok Affiliate Program and the involved brand. After ensuring the questionnaire's validity and reliability, correlation tests were utilized to identify the relationship between the independent variable (TikTok Affiliate Program) and the dependent variable (purchase interest). Multiple regression analysis was employed to examine the extent of the influence of the TikTok Affiliate Program on the dependent. The results indicated a significant positive influence of the TikTok Affiliate Program on the purchase interest of Generation Z in South Tangerang towards The Originote products. The findings of this study are expected to provide deeper insights into how the TikTok Affiliate Program can be a key factor in shaping consumer purchase interest in a brand. Practical implications of the research results can be utilized by marketers to enhance marketing effectiveness through the TikTok platform and affiliate programs.

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