The Influence Of Tiktok Affiliate Viral Marketing On Consumer Purchase Intention

Abstract

This study aims to analyze the influence of TikTok Affiliate viral marketing on consumer purchase intention among Business Education students class of 2023 at Universitas Pendidikan Indonesia. This research employed a quantitative approach with a causal research design. The population consisted of all Business Education students class of 2023, totaling 97 students, with a sample of 50 respondents determined using the Slovin formula and selected through simple random sampling technique. Data were collected through structured questionnaires using a 4-point Likert scale, measuring viral marketing dimensions (messenger, message, and environment) and purchase intention dimensions (transactional, referential, preferential, and explorative interest). Data analysis was conducted using IBM SPSS Statistics version 25, (Rönkkö & Cho, 2022) including validity and reliability tests, classical assumption tests, and simple linear regression analysis. The results showed that TikTok Affiliate viral marketing has a positive and significant influence on consumer purchase intention, as evidenced by ANOVA test results with a linear and significant relationship between the two variables. The research instrument demonstrated excellent reliability with a very high Cronbach's Alpha value. These findings confirm that the more effective viral marketing is perceived by students, the higher their purchase intention for promoted products. This study contributes to understanding digital marketing effectiveness in the context of business education students who possess unique characteristics as prospective educators and entrepreneurs.