Widayanto, Muhammad Fajar Alamsyah (2026) PENGARUH SOCIAL MEDIA MARKETING DAN AFFILIATE MARKETING TERHADAP MINAT BELI KONSUMEN BRAND EVOLENE PADA PLATFORM TIKTOK SHOP DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing public interest in healthy lifestyles and fitness activities has driven the growth of the fitness supplement industry in Indonesia. Despite maintaining a strong market position, Evolene experienced a decline in its Top Brand Index ranking in 2026, highlighting the need to evaluate the effectiveness of its digital marketing strategies. This study aims to analyze the influence of Social Media Marketing and Affiliate Marketing on consumers' Purchase Intention toward the Evolene brand on the TikTok Shop platform in Surabaya. The study employed a quantitative approach using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method, based on data collected from 120 respondents through purposive sampling. The findings indicate that both Social Media Marketing and Affiliate Marketing have a positive and significant effect on Purchase Intention, with Affiliate Marketing demonstrating a stronger influence. Relevance of Content was identified as the most dominant indicator of the Affiliate Marketing variable, while Trendiness emerged as the most dominant indicator of the Social Media Marketing variable. These findings provide theoretical support for the complementary application of the Theory of Planned Behavior (TPB) and Social Cognitive Theory (SCT) in explaining consumers' Purchase Intention within the context of social commerce.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Muhammad Fajar Alamsyah W. | ||||||||
| Date Deposited: | 04 Aug 2026 04:39 | ||||||||
| Last Modified: | 04 Aug 2026 05:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58300 |
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