Pengaruh Strategi Konten Affiliate, Kredibilitas Influencer affiliate, dan Daya Tarik Konten Promosi terhadap Minat Beli Generasi Z pada Brand Gurlbucket di Kota Denpasar

Ni Made Vita Mahaswari; Gede Pradiva Adiningrat; Kadek Dwi Cahaya Putra

doi:10.55606/jimas.v5i3.2847

Authors

Ni Made Vita Mahaswari Politeknik Negeri Bali
Gede Pradiva Adiningrat Politeknik Negeri Bali
Kadek Dwi Cahaya Putra Politeknik Negeri Bali

DOI:

https://doi.org/10.55606/jimas.v5i3.2847

Keywords:

Affiliate Content Strategy, Generation Z, Influencer Credibility, Promotional Content Attractiveness, Purchase Intention

Abstract

This study analyzes the partial and simultaneous influence of Affiliate Content Strategy, Affiliate Influencer Credibility, and Promotional Content Attractiveness on Generation Z Purchase Intention toward the local fashion brand GURLBUCKET on TikTok Shop in Denpasar City. The study is motivated by the rapid growth of social commerce through TikTok Shop in Indonesia and the increasingly intense Affiliate marketing competition among local fashion brands, while the actual drivers of GURLBUCKET consumers' purchase intention remained empirically unclear. This research uses a quantitative approach with purposive sampling on 100 Generation Z respondents residing in Denpasar City who had been exposed to GURLBUCKET's Affiliate content, analyzed through multiple linear regression. The results show that Affiliate Content Strategy and Promotional Content Attractiveness have a positive and significant effect on Purchase Intention, while Affiliate Influencer Credibility has a positive but insignificant effect. All three variables simultaneously have a significant effect, with Promotional Content Attractiveness as the most dominant variable. These findings indicate that Generation Z consumers weigh the quality and attractiveness of promotional content more heavily than influencers' personal characteristics. This study contributes empirically to digital marketing research and serves as strategic input for GURLBUCKET and other local fashion businesses in designing more effective Affiliate content strategies.

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