TRANSFORMASI NIAT BELI: DAMPAK AFFILIATE MARKETING DAN PERCEIVED EASE OF USE DENGAN MODERASI USER GENERATED CONTENT
Keywords:
Affiliate Marketing, Perceived Ease of Use, User Generated Content, Purchase IntentionAbstract
Affiliate marketing telah menjadi tren signifikan di Indonesia, mengubah lanskap pemasaran digital dan e-commerce. Penelitian ini bertujuan untuk mengkaji peran User Generated Content sebagai variabel moderasi dalam mengeksplorasi hubungan antara Affiliate Marketing terhadap terhadap Purchase Intention melalui Perceived Ease of Use, dengan fokus pada pengguna Shopee. Penelitian ini melibatkan 200 responden yang terdiri dari Generasi Milenial dan Gen Z yang berdomisili di Pulau Jawa dan pernah melihat program Shopee Affiliate di media sosial. Informasi tersebut diperoleh melalui kuesioner online dan dianalisis menggunakan SEM dengan AMOS versi 26. Hasil penelitian ini mengungkapkan bahwa Affiliate Marketing berpengaruh terhadap Perceived Ease of Use, User Generated Content memoderasi pengaruh Affiliate Marketing terhadap Perceived Ease of Use, dan Perceived Ease of Use berpengaruh terhadap Purchase Intention. Penelitian ini memberikan wawasan mengenai Affiliate Marketing dan menawarkan rekomendasi untuk meningkatkan strategi pemasaran di platform Shopee.
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