Mubarok, Moch. Anwarul (2026) Pengaruh Content Marketing dan Affiliate Marketing terhadap Minat Beli Konsumen pada Aplikasi TikTok di Kalangan Generasi Z Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media, particularly TikTok, has encouraged the use of Content Marketing and Affiliate Marketing as digital marketing strategies. However, promotional content that lacks informativeness is still common, as are discrepancies between the products promoted by affiliates and those received by consumers, which may affect purchase intention. This study aims to analyze the effect of Content Marketing and Affiliate Marketing on consumers’ purchase intention on the TikTok application among Generation Z in Surabaya. It employs a quantitative method, with a population consisting of Generation Z individuals in Surabaya who use TikTok. The sample comprises 140 respondents selected through purposive sampling. Data were collected using a questionnaire distributed via Google Forms and analyzed using Partial Least Squares (PLS) with SmartPLS. The results show that Content Marketing and Affiliate Marketing have a positive and significant effect on consumers’ purchase intention on the TikTok application among Generation Z in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Moch. Anwarul Mubarok | ||||||||
| Date Deposited: | 21 Oct 2026 08:06 | ||||||||
| Last Modified: | 21 Oct 2026 08:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61063 |
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