Peran Pemasaran Afiliasi dan Ulasan Pelanggan Daring dalam Membentuk Keputusan Beli Daring
DOI:
https://doi.org/10.59945/jpnm.v4i4.1663Keywords:
Afiliasi Digital, Bukti Sosial, Keputusan Pembelian, Produk Fashion, Ulasan DaringAbstract
Penelitian ini menganalisis peran pemasaran afiliasi dan ulasan pelanggan daring dalam membentuk keputusan pembelian daring melalui bukti sosial. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal dan metode survei. Sampel terdiri atas 120 konsumen yang tertarik membeli produk fashion secara daring melalui tautan afiliasi, yang dipilih dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring. Pemasaran afiliasi, ulasan pelanggan daring, dan bukti sosial diukur menggunakan skala Likert lima poin, sedangkan keputusan pembelian diukur secara biner. Analisis dilakukan menggunakan regresi berganda dan regresi logistik binomial. Hasil menunjukkan bahwa pemasaran afiliasi berpengaruh positif signifikan terhadap bukti sosial, ulasan pelanggan daring berpengaruh positif signifikan terhadap bukti sosial, dan bukti sosial berpengaruh signifikan terhadap keputusan pembelian. Namun, bukti sosial tidak memediasi hubungan antara pemasaran afiliasi dan keputusan pembelian maupun hubungan antara ulasan pelanggan daring dan keputusan pembelian. Temuan menegaskan bahwa bukti sosial tetap penting dalam keputusan pembelian, tetapi mekanisme pengaruh pemasaran digital terhadap transaksi juga dipengaruhi faktor lain di luar model penelitian. Implikasi praktisnya, pelaku usaha perlu menguatkan kredibilitas pemasar afiliasi, kualitas ulasan, serta strategi promosi yang sesuai dengan daya beli dan preferensi konsumen sasaran.
References
Amanah, D., Harahap, D. A., & Lisnawati, D. (2017). Exploring Online Purchase Decision Among University Students in Indonesia. IOSR Journal Of Humanities And Social Science (IOSR-JHSS, 22(5). https://doi.org/10.9790/0837-2212057277
Asadiyah, E., Ilma, M. A., Rozi, M. F., & Putri, K. A. S. (2023). The Role of Affiliate Marketing on Purchase Decision Moderated Purchase Interest on TikTok. Asian Journal of Economics, Business and Accounting, 23(23), 76–84. https://doi.org/10.9734/ajeba/2023/v23i231172
Askalidis, G., & Malthouse, E. C. (2016). The Value of Online Customer Reviews. In RecSys 2016 - Proceedings of the 10th ACM Conference on Recommender Systems (pp. 155–158). Association for Computing Machinery, Inc. https://doi.org/10.1145/2959100.2959181
Binti Othman, N. A., Binti Mohammad, C. N. A., binti Misaridin, N. A. F., & Mokhtar, D. M. Z. (2025). Affiliate Marketing in the Era of TikTok: a Review on Consumer Purchase Intention and Behavioral Insights. Jurnal Al-Sirat, 25(2), 1–12. https://doi.org/10.64398/alsirat.v25i2.441
Cialdini, R. B., Kallgren, C. A., & Reno, R. R. (1991). A Focus Theory of Normative Conduct: a Theoretical Refinement and Reevaluation of the Role of Norms in Human Behavior.
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006
Gabriel, J., Ogbuigwe, T., & Ahiauzu, L. (2016). Online Shopping Systems in Nigeria: Evolution, Trend and Prospects. Asian Research Journal of Arts & Social Sciences, 1(4), 1–7. https://doi.org/10.9734/arjass/2016/29170
Haikal, E., Mohammed Freihat, S., Moh, D., Homsi, A., M Joudeh, J. M., & Hashem, T. N. (2020). The Role of Supply Chain Strategy and Affiliate Marketing in Increasing the Demand for E-Commerce-Social Media POV. In International Journal of Supply Chain Management IJSCM (Vol. 9, Issue 1). Online. http://excelingtech.co.uk/
Han, W. (2021). Purchasing Decision-Making Process of Online Consumers Based on the Five-Stage Model of the Consumer Buying Process.
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. Information (Switzerland), 12(4). https://doi.org/10.3390/info12040145
Kotler, & Keller. (2016). Marketing Management (15th ed.). Pearson Education, Inc.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice Hall.
Li, X., Wu, C., & Mai, F. (2019). The Effect of Online Reviews on Product Sales: a Joint Sentiment-Topic Analysis. Information and Management, 56(2), 172–184. https://doi.org/10.1016/j.im.2018.04.007
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mazurek, G., & Kucia, M. (2011). Potential of Affiliate Marketing. The 7th International Conference Management of Technological Changes. https://www.researchgate.net/publication/269168118
Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? a Study of Customer Reviews on Amazon.com. MIS Quarterly: Management Information Systems, 34(1), 185–200. https://doi.org/10.2307/20721420
Ngo, T. T. A., Nguyen, K. B., Pham, M. T., Tran, N. T., Tran, H. T., & Dao, C. T. (2025). The Influence of Online Customer Reviews (OCRs) on the Online-Shopping Intention for Domestic Fashion: a Case Study of Vietnam. Acta Psychologica, 260. https://doi.org/10.1016/j.actpsy.2025.105639
Patil, D. R., & Rane, N. L. (2023). Customer experience and satisfaction: Importance of customer reviews and customer value on buying preference. International Research Journal of Modernization in Engineering Technology and Science. https://doi.org/10.56726/IRJMETS36460
Prasad, D., & Vv, K. (2023). Factors Affecting Consumer Purchase Decision: Model Testing and Validation W.r.t. Hand Sanitizers’ Consumer Behaviour. Academy of Marketing Studies Journal, 27(4), 1–8. https://ssrn.com/abstract=4411229
Sapitri, J., Sridjoko Darodjatun, M., & Mohamad, L. (2025). Influence Affiliate Marketing, Online Customer Review and Online Customer Rating on Shopee Consumers’ Purchasing Decisions. International Journal of Marketing and Digital Creative, 3(1). https://doi.org/10.31098/ijmadic.v3i1.3072
Schneider, P. T., Buskens, V., & Rijt, A. (2023). Social Proof Is Ineffective at Spurring Costly Pro-Environmental Household Investments. Online Journal of Communication and Media Technologies, 13(4). https://doi.org/10.30935/ojcmt/13655
Snapcart. (2023). Era Baru Industri E-Commerce Gaet Lebih Banyak Pasar Lewat Strategi Afiliasi, Shopee Affiliate Program Menjuarai Pilihan Masyarakat Melampaui TikTok Affiliate, Tokopedia Affiliate, Dan Lazada Affiliate. In Snapcart.Global. https://snapcart.global/era-baru-industri-e-commerce-gaet-lebih-banyak-pasar-lewat-strategi-afiliasi-shopee-affiliate-program-menjuarai-pilihan-masyarakat-melampaui-tiktok-affiliate-tokopedia-affiliate-dan-lazada-affiliat/
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta. http://www.cvalfabeta.com
Sulistiyani, E. (2025). Social Proof as a Leveraging Variable for Purchasing Decisions. Matrik: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 19(1), 33–44. https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i01.p04
Trestianu, O. (2023). Social Proof and U.k. Company Profitability: a Case of Vichy. In Journal of Business and Retail Management Research (JBRMR) (Vol. 18). http://www.jbrmr.coma
Yakimin, Y., Talib, A., & Saat, R. M. (2017). Social Proof in Social Media Shopping: an Experimental Design Research.
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014). Examining the Influence of Online Reviews on Consumers’ Decision-Making: a Heuristic-Systematic Model. Decision Support Systems, 67, 78–89. https://doi.org/10.1016/j.dss.2014.08.005
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JPNM Jurnal Pustaka Nusantara Multidisiplin
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
