Impulse Buying Produk Fashion pada Gen Z: Pengaruh Affiliate Marketing dan Live Streaming dengan Brand Awareness sebagai Mediasi melalui TikTok Shop

Faed Prayetno; I Gusti Ayu Tirtayani; I Gusti Ngurah Oka Ariwangsa; Komang Widhya Sedana Putra

doi:10.30640/digital.v5i2.6618

Authors

Faed Prayetno Universitas Pendidikan Nasional
I Gusti Ayu Tirtayani Universitas Pendidikan Nasional
I Gusti Ngurah Oka Ariwangsa Universitas Pendidikan Nasional
Komang Widhya Sedana Putra Universitas Pendidikan Nasional

DOI:

https://doi.org/10.30640/digital.v5i2.6618

Keywords:

Affiliate Marketing, Brand Awareness, Generation Z, Impulse Buying, Live Streaming, Stimulus-Organism-Response (S-O-R), Tiktok Shop

Abstract

This study aims to analyze the influence of affiliate marketing and live streaming on impulse buying behavior toward fashion products among Generation Z through brand awareness as a mediating variable on the TikTok Shop platform. The rapid growth of social commerce has driven significant changes in consumer behavior, particularly among Generation Z, who tend to be highly responsive to digital stimuli and engage in spontaneous purchasing behavior. This research employed a quantitative approach using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method. The research sample consisted of 200 Generation Z respondents in Bali who actively use TikTok Shop and have purchased fashion products through affiliate features and live streaming. The sampling technique used was purposive sampling, while data were collected through questionnaires measured using a four-point Likert scale. The results indicate that affiliate marketing and live streaming have a positive and significant effect on both impulse buying and brand awareness. In addition, brand awareness was also found to have a positive and significant effect on impulse buying. The mediation analysis revealed that brand awareness partially mediates the influence of affiliate marketing and live streaming on impulse buying. These findings suggest that the stronger the brand awareness built through affiliate content and live streaming interactions, the higher the tendency of Generation Z consumers to engage in impulsive purchases of fashion products on TikTok Shop. This study contributes to the development of the Stimulus-Organism-Response (S-O-R) theory and serves as a reference for digital business practitioners in designing effective marketing strategies through social commerce platforms.

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