PENGARUH AFFILIATE MARKETING TERHADAP IMPULSIVE BUYING MELALUI TRUST PADA GRUP DISKON DI PLATFORM X

MIRANDA NUR KHAFIFAH, . (2025) PENGARUH AFFILIATE MARKETING TERHADAP IMPULSIVE BUYING MELALUI TRUST PADA GRUP DISKON DI PLATFORM X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (837kB)
	Text BAB I.pdf Download (695kB)
	Text BAB II.pdf Restricted to Registered users only Download (512kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (454kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (603kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (317kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (317kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (676kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji pengaruh affiliate marketing terhadap impulsive buying melalui trust. penelitian dilakukan di wilayah DKI Jakarta dengan menggunakan metode penelitian kuantitatif. Sampel penelitian diperoleh melalui teknik purposive sampling dan diperoleh responden sebanyak 157 responden yang memenuhi kriteria, yaitu berdomisili di DKI Jakarta, pengikut grup diskon di platform X, dan pernah melakukan pembelian melalui link affiliate marketing dalam grup diskon di Platform X dalam 6 bulan terakhir. Analisis sata dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM), yang meliputi pengujian outer model, inner model, serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa affiliate marketing berpengaruh positif dan signifikan terhadap impulsive buying, affiliate marketing berpengaruh positif dan signifikan terhadap trust, trust berpengaruh positif dan signifikan terhadap impulsive buying, serta affiliate marketing berpengaruh positif dan signifikan terhadap impulsive buying melalui trust sebagai variabel mediasi. Kata kunci: affiliate marketing, impulsive buying, trust, grup diskon di Platform X ***** This study aims to examine the influence of affiliate marketing on impulsive buying, with trust acting as the mediating variable. The research was conducted in the DKI Jakarta region using a quantitative research method. The sample was obtained through a purposive sampling technique, yielding 157 eligible respondents who met the criteria: domiciled in DKI Jakarta, followers of a discount group on Platform X, and having made a purchase via an affiliate marketing link within that discount group on Platform X in the last six months. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM), which included testing the outer model, inner model, and hypothesis testing. The results indicate that: affiliate marketing has a positive and significant effect on impulsive buying, affiliate marketing has a positive and significant effect on trust, trust has a positive and significant effect on impulsive buying, and affiliate marketing has a positive and significant effect on impulsive buying through trust as a mediating variable. Keywords: affiliate marketing, impulsive buying, trust, discount groups on platform X

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, M.Si., Ph.D. ; 2). Nofriska Krissanya S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Miranda Nur Khafifah .
Date Deposited:	27 Jan 2026 03:46
Last Modified:	27 Jan 2026 03:46
URI:	http://repository.unj.ac.id/id/eprint/63991

Actions (login required)

View Item