PENGARUH CONTENT MARKETING SHOPEE AFFILIATE DI TIKTOK TERHADAP MINAT BELI GENERASI Z PADA PRODUK FESYEN

CHERYL OLIVIA SABINA, . (2025) PENGARUH CONTENT MARKETING SHOPEE AFFILIATE DI TIKTOK TERHADAP MINAT BELI GENERASI Z PADA PRODUK FESYEN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan penggunaan TikTok sebagai platform berbasis video pendek telah mendorong perubahan signifikan dalam strategi pemasaran digital, termasuk melalui program Shopee Affiliate. Platform ini tidak hanya menjadi sarana hiburan, tetapi juga ruang promosi yang memengaruhi perilaku konsumsi Generasi Z. Salah satu kategori produk yang paling sering dipromosikan adalah fesyen, yang juga menempati posisi tertinggi dalam volume penjualan Shopee. Tingginya partisipasi Gen Z dalam mengakses konten afiliasi di TikTok menimbulkan pertanyaan mengenai seberapa besar pengaruh content marketing terhadap minat beli mereka, khususnya dalam ranah produk fesyen. Penelitian ini mengkaji dua variabel utama: Content Marketing sebagai variabel bebas (X), dan Minat Beli sebagai variabel terikat (Y). Content marketing dianalisis berdasarkan lima dimensi menurut Karr (2016), yaitu reader cognition, sharing motivation, persuasion, decision making, dan life factors. Sementara itu, model AIDA (Attention, Interest, Desire, Action) digunakan untuk mengukur tahapan minat beli, dengan fokus pada bagaimana konten digital membentuk respons psikologis konsumen secara bertahap. Metode yang digunakan adalah pendekatan kuantitatif melalui teknik survei. Sampel penelitian berjumlah 172 responden yang merupakan mahasiswa aktif Program Studi Hubungan Masyarakat dan Komunikasi Digital UNJ dari angkatan 2021 hingga 2024. Data dikumpulkan menggunakan kuesioner daring, dianalisis dengan regresi linear sederhana menggunakan perangkat lunak SPSS. Hasil uji regresi menunjukkan bahwa terdapat pengaruh positif dan signifikan antara Content Marketing Shopee Affiliate di TikTok terhadap Minat Beli Generasi Z. Koefisien regresi sebesar 0,723 dengan nilai signifikansi 0,000, yang berarti semakin tinggi persepsi responden terhadap efektivitas content marketing, maka semakin tinggi pula minat beli mereka terhadap produk fesyen. Dimensi reader cognition menjadi aspek paling dominan, sementara life factors memiliki pengaruh paling rendah. Berdasarkan temuan tersebut, dapat disimpulkan bahwa pengaruh content marketing melalui program afiliasi TikTok mampu membentuk minat beli Gen Z, khususnya pada produk fesyen. Namun, untuk meningkatkan efektivitasnya, perlu ditambahkan elemen yang mendorong aksi nyata seperti ajakan eksplisit, tutorial pembelian, atau kode diskon. Penelitian ini diharapkan dapat menjadi dasar pengembangan strategi digital yang lebih adaptif terhadap preferensi Gen Z. Kata kunci: Content Marketing; Generasi Z; Minat Beli; Shopee Affiliate; Tiktok ***** The rise of TikTok as a short-form video platform has significantly reshaped digital marketing strategies, particularly through affiliate programs such as Shopee Affiliate. This platform not only serves as a source of entertainment but also functions as a powerful promotional medium that influences Generation Z's consumption behavior. Among the most frequently promoted categories is fashion, which also ranks highest in Shopee's sales volume. The high level of Gen Z participation in engaging with affiliate content on TikTok raises the question of how much this content marketing approach influences their purchase intention, especially in the fashion segment. This study investigates two main variables: Content Marketing as the independent variable (X) and Purchase Intention as the dependent variable (Y). Content marketing is measured using five dimensions proposed by Karr (2016), namely reader cognition, sharing motivation, persuasion, decision making, and life factors. Meanwhile, the AIDA model (Attention, Interest, Desire, Action) is applied to analyze the stages of purchase intention, focusing on how digital content shapes consumer responses. A quantitative approach was employed using a survey method. The sample consisted of 172 active students from the Public Relations and Digital Communication Study Program at Universitas Negeri Jakarta (UNJ), covering cohorts from 2021 to 2024. Data were collected through an online questionnaire and analyzed using simple linear regression with the assistance of SPSS software. The results of the regression analysis indicate a positive and significant influence of Shopee Affiliate content marketing on TikTok on Generation Z’s purchase intention. The regression coefficient was 0.723 with a significance value of 0.000, suggesting that higher perceived effectiveness of content marketing corresponds to higher levels of purchase intention. The reader cognition dimension emerged as the most influential factor, while life factors contributed the least. The AIDA components showed high scores for attention and interest, yet the action stage remained comparatively low. In conclusion, content marketing through TikTok's affiliate program proves effective in shaping Generation Z’s purchase intention toward fashion products. However, to further enhance its impact, marketers should incorporate clear calls-to-action, instructional content, or promotional incentives. This study is expected to contribute to the development of more adaptive digital strategies tailored to Gen Z's preferences. Keywords: Content Marketing; Generation Z; Purchase Intention; Shopee Affiliate; TikTok

Item Type:	Thesis (Sarjana)
Additional Information:	1. Asep Soegiarto, M. Si. ; 2. Mentari Anugrah Imsa, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Cheryl Olivia Sabina .
Date Deposited:	04 Aug 2025 06:29
Last Modified:	04 Aug 2025 06:29
URI:	http://repository.unj.ac.id/id/eprint/57540

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