THE IMPACT OF AFFILIATE MARKETING ON ONLINE PURCHASE INTENTION OF SKINTIFIC PRODUCTS AMONG BUSINESS EDUCATION STUDENTS AT UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

This study aims to analyze the influence of affiliate marketing on online purchase intention of scientific products among students of the Business Education Study Program at the Indonesian University of Education. The research method used was a quantitative approach with a survey method, involving 80 active respondents selected using a simple random sampling technique. The research instrument consisted of 12 items for the affiliate marketing variable covering the dimensions of trust, perceived usefulness, content relevance, and communication, as well as 9 items for the online purchase intention variable based on the AIDA dimensions (attention, interest, desire, action). The sample size was determined using the Slovin formula with a 10% error rate. Data analysis was performed using simple linear regression, demonstrating high reliability with Cronbach's Alpha values ​​of 0.972 and 0.976, respectively. The regression results show a constant value of 1.142 and a regression coefficient for the affiliate marketing variable of 0.727, with a t-value of 20.286 and p-value of 0.000 (p < 0.001), indicating that every one-unit increase in affiliate marketing increases online purchase intention by 0.727 units. The standardized Beta value of 0.917 indicates a very strong and positive influence. Overall, affiliate marketing has a significant effect on online purchase intention with an R² value of 0.841. The findings highlight that trust and content relevance play a crucial role in shaping purchase intentions in the digital era. This study provides practical implications for skincare companies and marketers to design affiliate marketing strategies that are more credible and relevant to digitally literate students. Theoretically, these results broaden the comprehension of the AIDA framework by highlighting the critical role of content relevance and interactive communication in fostering consumer trust within the digital marketing landscape.