Pengaruh Influencer Review, Affiliate Marketing dan Content Marketing Terhadap Keputusan Pembelian di Shopee (Studi Kasus Pada Micro Influencer). (The Influence of Influencer Review, Affiliate Marketing and Content Marketing on Purchase Decisions on Shopee (Case Study on Micro Influencers)).

Salsabila, Aflyah (2024) Pengaruh Influencer Review, Affiliate Marketing dan Content Marketing Terhadap Keputusan Pembelian di Shopee (Studi Kasus Pada Micro Influencer). (The Influence of Influencer Review, Affiliate Marketing and Content Marketing on Purchase Decisions on Shopee (Case Study on Micro Influencers)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The study investigates the influence of influencer reviews, affiliate marketing, and content marketing on micro-influencer purchasing decisions at Shopee, the leading e-commerce platform in Indonesia. Influencer reviews, affiliates, and content marketing carried out by microinfluencers grew rapidly during COVID-19 and have become popular since then. Although micro-influencers only have 10,000 to 100,000 followers, they have a huge and substantial impact on the purchase decisions of their followers through their content. The study's objective is to determine and evaluate the impact of influencer reviews, affiliate marketing, and content marketing on the decision-making of microinfluencers on Shopee using research methods. A quantitative survey of 105 Shopee users was carried out to collect data about their purchase decisions on Shopee with purposive sampling techniques. The study found that influencer reviews had a positive but non-significant influence on the decision�making of micro-influencers on Shopee, while affiliate marketing and content marketing strategies had a significant impact on partial and simultaneous purchasing decisions. This finding suggests that affiliate marketing and content marketing effectively influence purchasing decisions on Shopee. Marketers should consider combining both of these strategies with the help of micro-influencers to boost sales.

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