Khoiron, - (2024) Marketing 4.0: Analisis Pengaruh Affiliate Marketing, Livestreaming, dan Flash Sale Terhadap Keputusan Pembelian di TikTokShop. Masters thesis, Universitas Tarumanagara.

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Abstract

This study investigates the impact of affiliate marketing, live streaming, and flash sale strategies on consumer purchasing decisions in TikTokShop. Using a quantitative approach, this research adopts a descriptive and causal design. Data was collected from 266 respondents who met inclusion criteria, such as having made purchases on TikTokShop within the last six months. The data was analyzed using Partial Least Squares Structural
Equation Modeling (PLS-SEM). The findings reveal that all three strategies significantly influence purchasing decisions. Flash sales exhibit the strongest effect (β = 0.412; p < 0.001) due to their ability to create urgency, leading to impulsive buying behavior. Affiliate
marketing also has a notable positive influence (β = 0.278; p < 0.001), building trust through recommendations from credible influencers. Live streaming, while effective (β = 0.202; p =
0.003), plays a smaller role compared to the other two strategies but enhances interactivity and customer engagement. The study concludes that integrating these strategies can maximize their individual benefits. Businesses are advised to prioritize flash sales for immediate impact while leveraging affiliate marketing and live streaming for long-term engagement and trust.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Dr. Hetty Karunia Tunjungsari, M.Si.
Uncontrolled Keywords: Keywords : affiliate marketing, livestreaming, flash sale, purchase decision, TikTokShop
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 02 Jun 2026 08:35
Last Modified: 02 Jun 2026 08:35
URI: https://repository.untar.ac.id/id/eprint/49587

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