Pengaruh Affiliate Marketing dan Live Streaming Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Sebagai Variabel Mediasi Pada Pengguna Tiktok Shop : Studi Kasus Generasi Alpha Di Kecamatan Tawangmangu

Abstrak

Thisi studyi aimsi toi analyzei thei influencei ofi affiliatei marketingi andi livei streamingi oni purchasingi decisionsi throughi consumeri trusti amongi Generationi Alphai TikToki Shopi usersi ini Tawangmangui Districti. Thei studyi usedi ai quantitativei methodi withi 80i respondentsi andi datai werei analyzedi usingi Partiali Leasti Squarei (PLS) i. Thei resultsi showedi thati affiliatei marketingi hadi noi significanti effecti oni purchasingi decisionsi ori consumeri trusti. Livei streamingi hadi ai positivei andi significanti effecti oni purchasingi decisionsi, buti noti oni consumeri trusti. Meanwhilei, consumeri trusti hadi ai positivei andi significanti effecti oni purchasingi decisionsi, buti wasi unablei toi mediatei thei influencei of iaffiliatei marketingi andi live streamingi oni purchasingi decisionsi.