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

<Previous Article In Volume
Next Article In Volume>

The Effect of Affiliate Marketing on Impulse Buying

Authors
Raida Dayanti1, *
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: raidadayanti5@upi.edu
Corresponding Author
Raida Dayanti
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_81How to use a DOI?
Keywords
Affiliate marketing; Impulse buying; TikTok app users
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
10.2991/978-94-6463-443-3_81
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_81How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Raida Dayanti
PY  - 2024
DA  - 2024/06/26
TI  - The Effect of Affiliate Marketing on Impulse Buying
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 621
EP  - 628
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_81
DO  - 10.2991/978-94-6463-443-3_81
ID  - Dayanti2024
ER  -