PENGARUH CREDIBILITY, INFORMATION QUALITY DAN CONTENT QUALITY PADA KONTEN AFFILIATE MARKETING DI TIKTOK TERHADAP PURCHASE DECISION GENERASI Z

BELLA AULIA, . (2026) PENGARUH CREDIBILITY, INFORMATION QUALITY DAN CONTENT QUALITY PADA KONTEN AFFILIATE MARKETING DI TIKTOK TERHADAP PURCHASE DECISION GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Credibility (X1), Information Quality (X2), dan Content Quality (X3) pada konten affiliate marketing di TikTok terhadap Purchase Decision (Y) Generasi Z. Penelitian ini dilatarbelakangi oleh fenomena di lapangan yang menunjukkan adanya kesenjangan antara ekspektasi teoritis dan perilaku aktual konsumen, di mana konsumen tetap melakukan pembelian meskipun menilai kualitas pesan konten affiliate tersebut rendah. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional. Data dikumpulkan melalui kuesioner daring dari 150 responden Generasi Z berdomisili di DKI Jakarta yang dipilih menggunakan teknik purposive sampling, dengan kriteria pernah melihat konten affiliate marketing di TikTok dan pernah melakukan pembelian melalui TikTok Shop setelah melihat konten tersebut. Data dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Credibility berpengaruh positif namun tidak signifikan terhadap Purchase Decision (H1 ditolak), sementara Information Quality (H2) dan Content Quality (H3) terbukti berpengaruh positif dan signifikan, dengan Content Quality menunjukkan pengaruh paling dominan. Ketiga variabel secara bersama-sama menjelaskan 73,8% variasi Purchase Decision (Adjusted R² = 0,738). Temuan ini mengindikasikan bahwa keputusan pembelian Generasi Z pada konten affiliate marketing di TikTok lebih ditentukan oleh kejelasan informasi produk dan kemasan konten yang menarik, dibandingkan sekadar kepercayaan terhadap kejujuran pesan yang disampaikan afiliator. Penelitian ini memberikan implikasi bagi brand dan afiliator untuk lebih memprioritaskan investasi pada kualitas informasi dan kualitas konten dalam merancang strategi affiliate marketing di TikTok. ***** This study aims to analyze the influence of Credibility (X1), Information Quality (X2), and Content Quality (X3) of TikTok affiliate marketing content on the Purchase Decision (Y) of Generation Z. This research was motivated by a field phenomenon indicating a gap between theoretical expectations and actual consumer behavior, where consumers continued to make purchases despite perceiving the message quality of the affiliate content as low. This research employed a quantitative approach with a cross-sectional design. Data were collected through an online questionnaire from 150 Generation Z respondents residing in DKI Jakarta, selected using purposive sampling, with criteria of having viewed TikTok affiliate marketing content and having made a purchase through TikTok Shop after viewing such content. Data were analyzed using multiple linear regression with SPSS. The results show that Credibility had a positive but not significant effect on Purchase Decision (H1 rejected), while Information Quality (H2) and Content Quality (H3) were proven to have a positive and significant effect, with Content Quality showing the most dominant influence. The three variables collectively explained 73.8% of the variance in Purchase Decision (Adjusted R² = 0.738). These findings indicate that Generation Z's purchase decisions on TikTok affiliate marketing content are determined more by the clarity of product information and the attractiveness of content packaging than by mere trust in the honesty of the message conveyed by the affiliator. This study provides implications for brands and affiliators to prioritize investment in information quality and content quality when designing affiliate marketing strategies on TikTok.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, M.Pd.; 2). Rizka Zakiah, M.Pd.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Bella Aulia .
Date Deposited:	20 Aug 2026 01:34
Last Modified:	20 Aug 2026 01:34
URI:	http://repository.unj.ac.id/id/eprint/72408

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