The Influence of Affiliate Marketing and Product Quality on the Decision to Buy Official Floral.Id Products on Tiktokshop: A Study on Gen Z Who Are Followers of Tiktok Floral.Id Official in Desa Pangaur, Kecamatan Jasinga.
DOI:
https://doi.org/10.58174/ijqmr.v1i2.24Keywords:
Affiliate Marketing, Product Quality, Purchase Decisions, Gen ZAbstract
This study aims to determine the influence of Affiliate Marketing and Product Quality on the Purchase Decision of Official Floral.id Products on Tiktokshop (Study on Gen Z who are followers of Tiktok Floral.id Official in Desa Pangaur, Kecamatan Jasinga). This study uses a quantitative approach with associative research methods. A total of 96 respondents were selected using the purposive sampling technique. The results of data analysis through the t-test showed that Affiliate Marketing (X1) had a positive and significant influence on the Purchase Decision (Y), with a t calculation of 5.945 > a table of 1.985, and a significance value of 0.000 < 0.05. Similarly, Product Quality (X2) also had a positive and significant influence, shown by t count of 7.970 > t table 1.985, and significance 0.000 < 0.05. The simultaneous test (F test) strengthened the result, where the F count was obtained as 41.833 > F table 3.09, with a significance of 0.000 < 0.05. In other words, simultaneously Affiliate Marketing and Product Quality have a significant effect on Purchase Decisions. The results of this study confirm that consistent affiliate marketing and good product quality can encourage Gen Z's purchase decisions for Floral.id products on TikTok Shop. Therefore, companies are advised to strengthen cooperation with affiliates in accordance with the target market, as well as maintain and improve product quality to remain relevant to the needs of Gen Z consumers in the digital era.
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