THE INFLUENCE OF AFFILIATE MARKETING, LIVE STREAMING, ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, AND PRICE DISCOUNT ON PURCHASE DECISIONS

Hemas Anfasa Setya Mustangin, Heny Sidanti, Hendra Setiawan

Abstract


The purpose of this study is to examine the influence of Affiliate Marketing, Live Streaming, Online Customer Review, Online Customer Rating, and Price Discount on purchase decisions of Pond’s Age Miracle Day Cream on TikTok Shop. The research focuses on consumers of Pond’s Age Miracle Day Cream who use TikTok Shop in Madiun. This study employs a quantitative approach with a sample size of 384 respondents. The sampling technique used was purposive sampling, with data collected through questionnaires distributed via Google Form. Data analysis was conducted using SPSS 25. The results show that: (1) Affiliate Marketing has no positive and insignificant effect on purchase decisions; (2) Live Streaming has a positive and significant effect on purchase decisions; (3) Online Customer Review has a positive and significant effect on purchase decisions; (4) Online Customer Rating has a positive and significant effect on purchase decisions; and (5) Price Discount has a positive and significant effect on purchase decisions.

Keywords: Affiliate Marketing, Live Streaming, Online Customer Review, Online Customer Rating, Price Discount, Purchase Decision


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