Influence of Affiliate Marketing on Facetology Sunscreen Purchase Decision on Shopee Through Customer Reviews
DOI:
https://doi.org/10.56456/jebdeker.v6i2.957Keywords:
Affiliate Marketing, Customer Review, Purchase DecisionAbstract
This study aims to analyze the contribution of affiliate marketing to the purchase decision of facetology sunscreen products on the Shopee platform, by positioning customer reviews as a mediating variable. The research method used is a quantitative approach through a survey of active Shopee users who have experience being exposed to affiliate content. The collected data is analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results of the study indicate that affiliate marketing has a positive and significant effect on purchasing decisions, affiliate marketing has a positive and significant effect on customer reviews, customer reviews have a positive and significant effect on purchasing decisions, and customer reviews are proven to mediate the relationship between affiliate marketing and purchasing decisions partially. The practical implications of these findings emphasize the importance of facetology to optimize digital marketing strategies through strengthening customer reviews as a factor capable of building consumer trust by implementing incentive programs in the form of discounts or shopping vouchers for consumers who are willing to provide post-purchase reviews through affiliate links by strengthening call-to-action strategies by affiliates in promotional content to increase the quantity and quality of purchase reviews so as to strengthen consumer trust and encourage purchase decisions of facetology sunscreen products on Shopee.
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