ANALISIS AFFILIATE MARKETING, CUSTOMER REVIEW, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK VIVA COSMETICS PADA GENERASI Z DI PROVINSI JAWA BARAT

Azizah, - (2024) ANALISIS AFFILIATE MARKETING, CUSTOMER REVIEW, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK VIVA COSMETICS PADA GENERASI Z DI PROVINSI JAWA BARAT. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Tujuan penelitian ini untuk mengetahui bagaimana gambaran umum dan pengaruh
Affiliate Marketing, Customer Review, dan Brand Image terhadap keputusan
pembelian melalui minat beli produk Viva Cosmetics. Metode penelitian yang
digunakan adalah kuantitatif, dengan pendekatan deskriptif dan verifikatif.
Penelitian ini dilakukan kepada populasi Generasi Z di Provinsi Jawa Barat dengan
total populasi sebanyak 12.965.399 jiwa, menggunakan teknik pengambilan sampel
berupa non-probabilty sampling dengan rumus Lameshow, sehingga didapatkan
sampel sebanyak 96 responden (dibulatkan menjadi 100). Sumber data yang
digunakan ialah data primer dan sekunder. Metode pengumpulan data
menggunakan angket (kuesioner) dan wawancara. Pengolahan data menggunakan
aplikasi SmartPLS versi4 dengan metode SEM Partial Least Square (PLS). Teknik
analisis statistik data menggunakan analisis statistik deskriptif, outer model (uji
validitas dan realibitas), inner model (uji R^2, f^2, dan model fit), dan uji hipotesis
(koefisien jalur). Hasil penelitian menunjukkan bahwa 1) terdapat pengaruh yang
positif dan signifikan dari affiliate marketing terhadap keputusan pembelian sebesar
20% yang artinya memiliki pengaruh sedang, 2) terdapat pengaruh yang positif dan
signifikan dari affiliate marketing terhadap minat beli sebesar 17,2% yang artinya
memiliki pengaruh sedang, 3) terdapat pengaruh yang negatif dan signifikan dari
customer review terhadap keputusan pembelian sebesar -18,1% yang artinya
memiliki pengaruh sangat kecil, 4) terdapat pengaruh yang positif dan signifikan
dari customer review terhadap minat beli sebesar 17,7% yang artinya memiliki
pengaruh sedang, 5) terdapat pengaruh yang positif dan signifikan dari brand image
terhadap keputusan pembelian sebesar 25,4% yang artinya memiliki pengaruh
sedang, 6) terdapat pengaruh yang positif dan signifikan dari brand image terhadap
minat beli sebesar 31% yang artinya memiliki pengaruh sedang, dan 7) terdapat
pengaruh yang positif dan signifikan dari minat beli terhadap keputusan pembelian
sebesar 55,4% yang artinya memiliki pengaruh besar.

The aims of this study was to determine how the overview and influence of Affiliate
Marketing, Customer review, and Brand Image on purchasing decisions through
buying interest in Viva Cosmetics products. The research method used is
quantitative, with a descriptive and verification approach. This research was
conducted on the Generation Z population in West Java Province with a total

population of 12,965,399 people, using a sampling technique in the form of non-
probabilty sampling with the Lameshow formula, so that a sample of 96

respondents was obtained (rounded up to 100). The data sources used are primary
and secondary data. Data collection methods using questionnaires and interviews.
Data processing using the SmartPLS version4 application with the SEM Partial
Least Square (PLS) method. The data statistical analysis technique uses descriptive
statistical analysis, outer model (validity and reliability test), inner model (R^2, f^2,
and model fit test), and hypothesis testing (path coefficient and Specific Indirect
Effects (SIE). The results showed that 1) there is a positive and significant effect of
affiliate marketing on purchasing decisions by 20% which means it has a moderate
influence, 2) there is a positive and significant effect of affiliate marketing on buying
interest by 17.2% which means it has a moderate influence, 3) there is a negative
and significant effect of customer reviews on purchasing decisions by -18.1% which
means it has very little influence, 4) there is a positive and significant effect of
customer review on purchase intention of 17.7% which means it has a moderate
influence, 5) there is a positive and significant effect of brand image on purchasing
decisions of 25.4% which means it has a moderate influence, 6) there is a positive
and significant effect of brand image on purchase intention of 31% which means it
has a moderate influence, and 7) there is a positive and significant effect of
purchase intention on purchasing decisions of 55.4% which means it has a big
influence.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Mira Nurfitriya: 6746175
Uncontrolled Keywords:	Affiliate Marketing, Customer Review, Brand Image, Keputusan Pembelian, Minat Beli. Affiliate Marketing, Customer Review, Brand Image, Purchasing Decision, Purchase Intention.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Azizah
Date Deposited:	19 Aug 2024 08:04
Last Modified:	19 Aug 2024 08:04
URI:	http://repository.upi.edu/id/eprint/120431

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