Analisis Strategi Affiliate Marketing Terhadap Keputusan Pembelian (Perspektif Industri E-Commerce)

Silvia Van Marsally; Yosita  Dwiani

doi:10.47709/jebma.v5i1.5752

Authors

Silvia Van Marsally Universitas Telkom
Yosita Dwiani Universitas Telkom

DOI:

https://doi.org/10.47709/jebma.v5i1.5752

Keywords:

Affiliate marketing, e-commerce, keputusan pembelian, pemasaran digital

Abstract

Pertumbuhan e-commerce di Indonesia mendorong penggunaan strategi digital seperti affiliate marketing, di mana pihak ketiga mempromosikan produk dan mendapat komisi dari penjualan. Strategi ini makin populer berkat media sosial dan perubahan perilaku belanja online. Namun, efektivitasnya terhadap keputusan pembelian masih diperdebatkan, terutama terkait kredibilitas, transparansi, dan kualitas konten promosi. Penelitian ini menggunakan pendekatan kualitatif melalui wawancara, analisis konten promosi, dan studi literatur untuk mengeksplorasi pengaruh affiliate marketing terhadap keputusan pembelian. Hasilnya menunjukkan bahwa strategi ini efektif, khususnya jika promosi dilakukan secara jujur, transparan, dan berbasis pengalaman pribadi. Konten edukatif, visual menarik, dan insentif seperti diskon eksklusif turut meningkatkan kepercayaan dan minat beli konsumen. Temuan ini dapat menjadi acuan untuk merancang strategi affiliate marketing yang lebih relevan dan bernilai bagi konsumen

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