Update Artikelilmiah: 46285

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Abstrak (Bhs. Indonesia)

Era digital saat ini, pemasaran melalui media sosial semakin penting, terutama di kalangan generasi muda yang aktif menggunakan platform seperti TikTok. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan affiliate marketing terhadap niat beli produk MS Glow di platform TikTok, serta peran ulasan pelanggan online sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain survei. Kuesioner disebarkan kepada responden yang merupakan pengguna TikTok yang pernah membeli produk MS Glow. Sampel penelitian terdiri dari 170 responden, dengan karakteristik mayoritas adalah wanita berusia 17-30 tahun. Hasil penelitian menunjukkan bahwa baik influencer marketing maupun affiliate marketing memiliki pengaruh signifikan terhadap ulasan pelanggan online dan niat beli. Selain itu, ulasan pelanggan online terbukti memoderasi hubungan antara influencer marketing dan niat beli, serta antara affiliate marketing dan niat beli. Kesimpulan dari penelitian ini menegaskan bahwa strategi pemasaran yang melibatkan influencer dan affiliate marketing sangat efektif dalam meningkatkan niat beli produk, terutama dengan dukungan ulasan pelanggan online. Saran yang diberikan adalah perusahaan perlu lebih aktif dalam mengelola ulasan online dan mempertimbangkan perbedaan gender dalam merancang kampanye pemasaran untuk mencapai hasil yang lebih optimal.

Abtrak (Bhs. Inggris)

In today's digital era, marketing through social media is becoming increasingly
important, especially among the younger generation who are active users of
platforms like TikTok. This study aims to analyze the influence of influencer
marketing and affiliate marketing on the purchase intention of MS Glow products
on the TikTok platform, as well as the role of online customer reviews as a mediating
variable. The research method employed is a quantitative approach with a survey
design. A questionnaire was distributed to respondents who are TikTok users who
have purchased MS Glow products. The sample consisted of 170 respondents, with
the majority being women aged 17-30 years. The research findings indicate that
both influencer marketing and affiliate marketing have a significant impact on
online customer reviews and purchase intention. Additionally, online customer
reviews were found to moderate the relationship between influencer marketing and
purchase intention, as well as between affiliate marketing and purchase intention.
The conclusion of this study emphasizes that marketing strategies involving
influencer and affiliate marketing are highly effective in enhancing purchase
intention, particularly with the support of online customer reviews.
Recommendations suggest that companies should be more proactive in managing
online reviews and consider gender differences when designing marketing
campaigns to achieve optimal results.

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