Affiliate and Influencer Marketing-Based Digital Business Transformation in the Creator Economy Ecosystem: A Model for Enhancing Consumer Trust and Purchase Decision-Making

L. Husnul Khatimi; Muh. Salahuddin; Sanurdi

doi:10.63922/ijevss.v5i03.4092

L. Husnul Khatimi Pascasarjana, Universitas Islam Negeri Mataram, Mataram, Indonesia
Muh. Salahuddin Universitas Islam Negeri Mataram, Mataram, Indonesia
Sanurdi Universitas Islam Negeri Mataram, Mataram, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.4092

Keywords: Affiliate and Influencer Marketing-Based Digital

Abstract

Abstract
This study aims to analyze digital business transformation through affiliate marketing and influencer marketing within the creator economy ecosystem, examine their roles in enhancing consumer trust, and develop an integrated model explaining their influence on purchase decision-making. The study employs a qualitative approach with an exploratory case study design. Data were collected through in-depth interviews, observations, and document analysis involving digital entrepreneurs, affiliate marketers, influencers, content creators, and consumers actively engaged in digital commerce platforms. The collected data were analyzed using thematic analysis to identify patterns and relationships among affiliate marketing, influencer marketing, consumer trust, and purchasing behavior. The findings reveal that digital business transformation in the creator economy is characterized by the integration of affiliate marketing and influencer marketing as strategic mechanisms for creating value and strengthening consumer relationships. Affiliate marketing contributes through informational transparency and experiential credibility, while influencer marketing enhances emotional engagement and social influence. The study further demonstrates that consumer trust serves as the central mediating mechanism linking both marketing strategies to purchase decision-making. Based on these findings, an integrated conceptual model is proposed, illustrating how transparency, authenticity, credibility, and engagement collectively foster trust and ultimately influence purchasing behavior. The study contributes theoretically by integrating affiliate marketing and influencer marketing within a unified framework and practically by providing trust-centered marketing strategies for businesses seeking sustainable growth in the creator economy ecosystem.
Keywords: Affiliate Marketing; Influencer Marketing; Consumer Trust.

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