AFFILIATE MARKETING’S IMPACT ON TIKTOK PURCHASE: THE ONLINE REVIEW LINK

Abstract

This research investigates the impact of affiliate marketing on purchasing decisions on TikTok, highlighting the mediating roles of online customer reviews and purchase intention. The development of technology and social media has made affiliate marketing a dominant strategy, with TikTok, boasting a massive user base in Indonesia, becoming a strategic arena. Although online reviews are recognized as crucial elements in purchasing decisions, inconsistencies have been found in previous studies regarding the direct influence of affiliate marketing. This qualitative research employs an Interpretive Phenomenological Analysis (IPA) approach with in-depth interviews of active TikTok users. Findings indicate that affiliate marketing significantly triggers the search for and formation of online reviews, as well as a strong purchase intention. Online customer reviews are proven to be a crucial mediator that validates or strengthens affiliate recommendations, thereby influencing final purchasing decisions. Purchase intention also directly affects purchasing decisions. Theoretical implications include enriching the understanding of digital marketing dynamics and the mediating role of online reviews. Managerially, this study emphasizes the importance of managing customer reviews and building purchase intention for the effectiveness of affiliate programs. Research limitations include its qualitative nature and specific focus on TikTok. Future research is suggested to explore moderator variables and test more complex mediation models quantitatively