Pengaruh Affiliate Marketing, Fear Of Missing Out, Dan Diskon Terhadap Keputusan Pembelian Produk Fashion Di Tiktok Pada Generasi Z (Studi Pada Mahasiswa Aktif Universitas Islam Malang)

Abstract

Abstract

This study aims to examine the influence of Affiliate Marketing, Fear of Missing Out (FoMO), and Discounts on fashion product purchase decisions through the TikTok platform among Generation Z. This research employed a quantitative approach using a purposive sampling technique. The sample consisted of 75 active students of Universitas Islam Malang who belong to Generation Z and had purchased fashion products through TikTok at least twice. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using SPSS through validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, F-test, and t-test. The findings indicate that Affiliate Marketing has a positive and significant effect on purchase decisions. Fear of Missing Out (FoMO) also has a positive and significant effect on purchase decisions with a significance value of 0.015, while Discounts significantly influence purchase decisions with a significance value of 0.027. Simultaneously, Affiliate Marketing, Fear of Missing Out (FoMO), and Discounts have a positive and significant effect on purchase decisions. The coefficient of determination (R²) indicates that these three independent variables explain a substantial proportion of the variation in purchase decisions, while the remaining variation is influenced by other factors outside the research model. The results imply that marketing strategies utilizing affiliate marketing, psychological consumer factors, and promotional discounts play an important role in encouraging Generation Z to purchase fashion products through TikTok.

Keywords: Affiliate Marketing, Fear of Missing Out, Discount, Purchase Decision, TikTok, Generation Z