The Influence of TikTok Short-Video Affiliate Marketing on Purchase Intention of MSME Products with Customer Engagement as a Mediating Variable: Stimulus–Organism–Response Approach

Rendyka Esa Maulana; Nanang Hoesen Hidroes Abrori

doi:10.63922/ijebir.v5i06.6903

Rendyka Esa Maulana Program Studi Bisnis Digital, Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya
Nanang Hoesen Hidroes Abrori Program Studi Bisnis Digital, Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

DOI: https://doi.org/10.63922/ijebir.v5i06.6903

Keywords: Affiliate Marketing, Customer Engagement, Purchase Intention, Tiktok, Msmes, S–O–R

Abstract

Affiliate marketing through short videos on TikTok is rapidly growing as a promotional channel for MSME products, but the psychological mechanisms explaining its influence on purchase intention have not been widely mapped. This study examines the influence of TikTok short-video affiliate marketing on purchase intention of MSME products with customer engagement as a mediating variable, using the Stimulus–Organism–Response (S–O–R) framework. This explanatory quantitative study with a cross-sectional design collected data through an online questionnaire from 213 TikTok users who had viewed affiliate content, selected by purposive sampling, and analyzed using PLS-SEM. The measurement model met the criteria for validity and reliability (outer loading 0.729–0.874; AVE 0.672–0.688; Cronbach's alpha and composite reliability > 0.90). Affiliate marketing has a positive and significant effect on customer engagement (β = 0.657; t = 11.697) and purchase intention (β = 0.462; t = 9.275). Customer engagement has a positive and significant effect on purchase intention (β = 0.461; t = 9.022); and customer engagement partially mediates (indirect effect β = 0.303; t = 6.834). The model explains 43.2% of the variance in customer engagement and 70.6% of the variance in purchase intention. These findings suggest that affiliate content needs to be designed to build consumer engagement, not simply reach audiences. Implications for MSMEs and affiliates are discussed.

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