Analisis Review Produk dan Affiliate Marketing terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Mediasi : Studi pada Konsumen Produk Mossdoom

Defina Adelia Putri; Murry Harmawan Saputra; Hubi Rahmat Andika

doi:10.30640/jmcbus.v4i4.7600

Authors

Defina Adelia Putri Universitas Muhammadiyah Purworejo
Murry Harmawan Saputra Universitas Muhammadiyah Purworejo
Hubi Rahmat Andika Universitas Muhammadiyah Purworejo

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7600

Keywords:

Affiliate Marketing, Product Reviews, Purchase Decisions, Purchase Intention, TikTok Shop

Abstract

Increasingly fierce business competition in the digital era encourages businesses to implement marketing strategies that can attract consumer attention and increase purchasing decisions. The development of e-commerce platforms and social media, particularly TikTok Shop, has made product reviews and affiliate marketing a key factor in influencing consumer perceptions and purchase intention. Informative and trustworthy product reviews can increase consumer confidence in a product, while affiliate marketing can expand promotional reach through affiliate recommendations. Therefore, this study aims to analyze the influence of product reviews and affiliate marketing on purchasing decisions with purchase intention as a mediating variable among Mossdoom consumers. The population in this study was Mossdoom consumers. A sample of 140 respondents was used using a purposive sampling technique. This is a quantitative study with a questionnaire as the data collection method. Data analysis was conducted using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of the SmartPLS application. Based on the research results and discussion, it can be concluded that product reviews have a positive and significant effect on purchasing decisions, product reviews have a positive and significant effect on purchase intention, affiliate marketing has a positive and significant effect on purchase decisions, affiliate marketing has a positive and significant effect on purchase intention, purchase intention has a positive and significant effect on purchase decisions, purchase intention has a complementary mediating effect on product reviews, and purchase intention has a complementary mediating effect on affiliate marketing.

References

Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669

Alfarizi, A., Wijaya, E., Rahman Febliasa, M., & Dehasen Bengkulu, U. (2025). Pengaruh content marketing TikTok affiliate dan online customer review terhadap minat beli pengguna e-commerce TikTok. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(1). https://doi.org/10.70963/jemba.v2i1.405

Ash Shiddiqy, I., & Arifiona Faradila, F. (2024). Pengaruh affiliate marketing terhadap purchase decision melalui buying interest (Studi pada konsumen produk Skintific). Jurnal Rimba: Riset Ilmu Manajemen Bisnis dan Akuntansi, 2(1). https://doi.org/10.61132/rimba.v2i1.552

Benediktova, B., & Nevosad, L. (2008). Affiliate marketing: Perspective of content providers (Master's thesis).

Damayanti, F., Saputra, M. H., & Rahmawati, F. (2023). Impact of brand image and product quality in improving purchase decisions through consumer trust in product users of PT. Unilever Indonesia. Journal of Applied Business and Banking (JABB), 4(1). https://doi.org/10.31764/jabb.v4i1.14033

Eapen, A., Yeo, J., & Pallathitta, R. G. (2017). Business group affiliation and FDI spillovers. Academy of Management Proceedings, 2017(1), 15198. https://doi.org/10.5465/AMBPP.2017.165

Fadila, M. E., & Fauji, R. (2024). Pengaruh harga, review produk, affiliate marketing terhadap keputusan pembelian pada social commerce. https://doi.org/10.38035/rrj.v6i4

Hasan, A. (2013). Marketing dan kasus-kasus pilihan. CAPS (Center for Academic Publishing Service).

Helianthusonfri. (2016). Affiliate marketing. Elex Media Komputindo.

Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh ulasan produk, kemudahan, kepercayaan, dan harga terhadap keputusan pembelian pada marketplace Shopee di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143

Javadi, M. H. M., Dolatabadi, H. R., Dashti, M., & Sanayei, A. (2019). Application of the stimuli-organism-response framework to factors influencing social commerce intentions among social network users. International Journal of Business Information Systems, 30(2), 177. https://doi.org/10.1504/IJBIS.2019.10018673

Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th Global ed.). Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th Global ed.). Pearson.

Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer's perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101

Luthfiani, D. A., & Ahmadi, M. A. (2024). Pengaruh review produk dan content creator terhadap minat beli melalui affiliate marketing pada pengguna e-commerce Shopee. Jurnal Ekonomi, Manajemen dan Bisnis, 2(1). https://doi.org/10.62710/qwpxf796

Mauli, M. R., & Zulfebriges. (2022). Pengaruh online customer review dan rating media online Shopee terhadap minat beli konsumen brand Erigo. Bandung Conference Series: Communication Management, 2(1). https://doi.org/10.29313/bcscm.v2i1.1840

Maulida, R., & Siregar, S. (2023). Pengaruh affiliate marketing dan online customer review terhadap keputusan pembelian produk Scarlett Whitening. Jurnal Ilmiah Wahana Pendidikan, 9(24), 607–615. https://doi.org/10.5281/zenodo.10435517

Misra, I., & Tedja Sukmana, E. (2021). Mekanisme bagi hasil pada sistem affiliate marketing Taqychan Saffron. Al-Iqtishadiyah: Ekonomi Syariah dan Hukum Ekonomi Syariah. https://doi.org/10.31602/iqt.v7i2.5629

Musdalifa, M., Sunatar, B., Karfin, K., & Ahriani, A. (2025). Pengaruh review produk dan affiliate marketing terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi di Shopee. JEMMA (Journal of Economic, Management and Accounting), 8(1), 77–89. https://doi.org/10.35914/jemma.v8i1.2417

Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113–1120.

Nugroho Adi, S. D. (2021). Online customer review: Teori dan implementasi dalam keputusan pembelian.

Nurdiana, Pristiyono, & Ritonga, M. (2023). Analisis pemasaran interaktif dalam menarik minat konsumen berbelanja online dan kepuasan berbelanja. Journal of Trends Economics and Accounting Research, 3(4), 380–389. https://doi.org/10.47065/jtear.v3i4.599

Saputra, M. H., & Murhadi, M. (2023). Akselerasi peningkatan kinerja UMKM pengrajin bambu melalui digital marketing. Surya Abdimas, 7(3), 401–413. https://doi.org/10.37729/abdimas.v7i3.3110

Saputra, M. H., Utomo, M. N., Ariansyah, K., Wismayanti, Y. F., & Ansyah, R. H. A. (2024). Small and medium-sized enterprises dynamic capabilities and competitive advantage: The mediating effect of digitalization. Entrepreneurial Business and Economics Review, 12(3), 41–67. https://doi.org/10.15678/EBER.2024.120303

Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Pearson Prentice Hall.

Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Pearson.

Setiadi, N. J. (2015). Perilaku konsumen: Perspektif kontemporer pada motif, tujuan, dan keinginan konsumen (Edisi revisi). Prenadamedia Group.

We Are Social. (2023). Digital 2023: Indonesia.

Wijiati, T., Saputra, M. H., & Prasaja, M. G. (2023). Pengaruh green product dan corporate social responsibility terhadap keputusan pembelian yang dimediasi minat beli. Volatilitas: Jurnal Manajemen dan Bisnis, 5(6), 477–491.