Marketing 4.0: Analisis pengaruh affiliate marketing, livestreaming dan flash sale terhadap keputusan pembelian di Tiktokshop
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Abstract
This study aims to analyze the influence of digital marketing strategies—affiliate marketing, livestreaming, and flash sales—on consumer purchase decisions on TikTokShop. Using a quantitative approach with an online survey of 400 respondents, this research identifies the significant impact of these three strategies on consumer purchase behavior. The findings indicate that flash sales exert the strongest effect on purchasing decisions, creating urgency through time-limited discounts that effectively boost sales conversion. Affiliate marketing, which leverages influencers to foster consumer trust, and livestreaming, which enables direct interaction between sellers and buyers, also significantly enhance purchase intent. These insights offer practical implications for businesses aiming to optimize their social media strategies, particularly on TikTokShop, to drive higher sales conversions.
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital, yaitu affiliate marketing, livestreaming, dan flash sale, terhadap keputusan pembelian konsumen di TikTokShop. Dengan menggunakan pendekatan kuantitatif dan survei online terhadap 400 responden, penelitian ini mengidentifikasi pengaruh signifikan dari ketiga strategi tersebut terhadap keputusan pembelian konsumen. Hasil analisis menunjukkan bahwa flash sale memiliki pengaruh paling kuat terhadap keputusan pembelian, diikuti oleh affiliate marketing dan livestreaming. Flash sale, yang menciptakan urgensi melalui diskon waktu terbatas, terbukti efektif dalam meningkatkan konversi penjualan. Affiliate marketing yang melibatkan influencer meningkatkan kepercayaan konsumen, sementara livestreaming memungkinkan interaksi langsung antara penjual dan konsumen, yang juga berperan dalam memperkuat niat beli. Temuan ini memberikan wawasan bagi pelaku bisnis dalam mengoptimalkan strategi pemasaran mereka di platform digital untuk meningkatkan konversi penjualan.
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