PENGARUH AFFILIATE MARKETING TIKTOK TERHADAP KESADARAN MEREK UMAMA DAN KEPUTUSAN PEMBELIAN DIKALANGAN MAHASISWA UNWAHA JOMBANG

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Affiliate Marketing TikTok terhadap Kesadaran Merek Umama dan Keputusan Pembelian di kalangan mahasiswa Universitas KH. A. Wahab Hasbullah (UNWAHA) Jombang. Pendekatan kuantitatif digunakan, dengan kuesioner yang disebarkan kepada 100 mahasiswi pengguna kerudung merek Umama. Data dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS versi 26. Hasil pengujian hipotesis menggunakan uji-t menunjukkan bahwa Affiliate Marketing TikTok berpengaruh parsial signifikan terhadap Kesadaran Merek (t-hitung = 4,519 > t- tabel = 1,987) dan Keputusan Pembelian (t-hitung = 4,833 > t-tabel = 1,987). Secara simultan, uji-F menunjukkan bahwa Affiliate Marketing berpengaruh signifikan terhadap kedua variabel terikat secara bersama-sama (F-hitung = 11,592 > F-tabel = 3,09). Koefisien determinasi (R²) sebesar 0,196, yang berarti Affiliate Marketing berkontribusi sebesar 19,6% terhadap variasi Kesadaran Merek dan Keputusan Pembelian, sedangkan 80,4% sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Temuan ini mengonfirmasi bahwa konten afiliasi di TikTok, yang efektif mengkomunikasikan nilai produk dan keterjangkauan, memainkan peran penting dalam membentuk persepsi merek dan mendorong perilaku pembelian di kalangan mahasiswa. Penelitian ini memberikan wawasan strategis untuk pemasaran digital, khususnya dalam memanfaatkan kemitraan afiliasi di platform media sosial untuk meningkatkan ekuitas merek dan konversi konsumen.

This study aims to analyze the influence of TikTok Affiliate Marketing on Brand Awareness of Umama and Purchase Decisions among students at Universitas KH. A. Wahab Hasbullah (UNWAHA) Jombang. A quantitative approach was employed, using a questionnaire distributed to 100 female students who are users of Umama brand hijabs. Data were analyzed using multiple linear regression with the help of IBM SPSS version 26. The results of the hypothesis testing using the t-test indicate that TikTok Affiliate Marketing has a significant partial effect on both Brand Awareness (t-count = 4.519 > t-table = 1.987) and Purchase Decisions (t-count = 4.833 > t-table = 1.987). Simultaneously, the F-test shows that Affiliate Marketing significantly influences both dependent variables together (F-count = 11.592 > F- table = 3.09). The coefficient of determination (R²) is 0.196, meaning that Affiliate Marketing contributes 19.6% to the variation in Brand Awareness and Purchase Decisions, while the remaining 80.4% is influenced by other factors not examined in this study. The findings confirm that affiliate content on TikTok, which effectively communicates product value and affordability, plays a crucial role in shaping brand perception and encouraging purchasing behavior among students. This research provides strategic insights for digital marketing, particularly in utilizing affiliate partnerships on social media platforms to enhance brand equity and consumer conversion.