THE  The Influence Of Content Marketing And Affiliate Marketing On Skincare Purchase Decisions (A Study Of Skintific Skincare Consumers On The Tiktok Social Media Platform)

Muhammad Wildan Robby Radiya; Maulana Agung Pratama; Fenny Saptiani

doi:10.63922/ijebir.v5i04.4943

Muhammad Wildan Robby Radiya Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung
Maulana Agung Pratama Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung
Fenny Saptiani Department of Business Administration, Faculty of Social and Political Sciences, University of Lampung

DOI: https://doi.org/10.63922/ijebir.v5i04.4943

Keywords: Content Marketing, Affiliate Marketing, Purchase Decision, TikTok Shop, Skintific.

Abstract

This research inspects the influence of Content Marketing and Affiliate Marketing on purchasing decisions for Skintific skincare products through TikTok Shop in Indonesia. This research utilized a quantitative, explanatory design, gathering primary data via questionnaires administered to Skintific product buyers on TikTok Shop. The respondents were selected using a purposive sampling technique, resulting in 384 informants. Data collected underwent multiple linear regression analysis via SPSS. Content Marketing and Affiliate Marketing have a positive significant determination on purchasing decisions. Results suggest that informative and engaging marketing content, combined with effective affiliate promotions, increase consumer trust, improve product attractiveness, and advance purchasing decisions. The study concludes that optimizing content quality and affiliate marketing strategies is essential for increasing marketing effectiveness and supporting business performance in the growing social commerce environment.

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