Pengaruh Affiliate Marketing dan Rating Konsumen Terhadap Keputusan Pembelian Konsumen Shopee Affiliate di Kota Kediri

Dinda Kurnia Ramadhani; Nur Laely; Yudiarto Perdana Putra

Authors

Dinda Kurnia Ramadhani Universitas Kadiri
Nur Laely Universitas Kadiri
Yudiarto Perdana Putra Universitas Kadiri

Abstract

Transformasi teknologi digital telah membuka jalan bagi strategi pemasaran modern, salah satunya affiliate marketing yang semakin populer di platform belanja daring seperti Shopee. Selain itu, penilaian konsumen atau rating turut menjadi pertimbangan penting dalam menentukan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh affiliate marketing dan rating konsumen terhadap keputusan pembelian oleh pengguna Shopee Affiliate di wilayah Kota Kediri. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei, melibatkan 96 responden yang dipilih melalui purposive sampling. Pengolahan data dilakukan menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kedua variabel, baik secara bersama-sama maupun terpisah, memberikan pengaruh yang signifikan terhadap keputusan pembelian konsumen. Hasil temuan ini diharapkan dapat memberikan kontribusi praktis bagi pelaku usaha dan afiliator dalam merancang strategi promosi digital yang lebih tepat sasaran guna meningkatkan minat beli masyarakat.

References

Accounting, B. U. S. of. (2021). Memahami Analisis Regresi Linear Berganda. Retrieved from https://accounting.binus.ac.id/2021/08/12/memahami-analisis-regresi-linear-berganda/

Afifah, H., Jasmien, L., Qisthi, M., Ihsan, R., & Syti Sarah Maesaroh. (2023). Pengaruh Pemasaran Digital dan Kemudahan Penggunaan Platform Marketplace Shopee terhadap Minat Beli Mahasiswa Bisnis Digital. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 157–167. https://doi.org/10.51903/e-bisnis.v16i1.1148

Al-Assaf, K. T., Foriki, M. S. M., Samarah, T., Hindieh, A., Mohammad, S. I. S., Vasudevan, A., … Al Kurdi, B. (2025). Impact of Digital Marketing on Promoting the Local Pharmaceutical Products in Jordan. International Review of Management and Marketing , 15(1), 137–145. https://doi.org/10.32479/irmm.17707

Alamsyah Agit, Hasmawati, Sahurri, Sari Yunus, & Fitriyani Syukri. (2023). Peran Dan Kontribusi Teknologi Dalam Menunjang Potensi Ekonomi Masyarakat Di Wilayah Pedesaan. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 263–271. https://doi.org/10.36441/snpk.vol2.2023.126

Amalia, S. (2023). RUH ONLINE CUSTOMER RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE E FABRIC.

Andriyanti, E., & Farida, S. N. (2022). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, Dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia (Studi Pada Generasi Z Pengguna Tiktok Di Sidoarjo). Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, 11(2), 228–241. https://doi.org/https://doi.org/10.35957/forbiswira.v11i2.2237

Arianto. (2024). Shopee Marketplace Promotion on TikTok: AIDA Model Study on the Impact of Purchasing Behavior of Young Women in Makassar City, Indonesia. Studies in Media and Communication, 12(4), 175–189. https://doi.org/10.11114/smc.v12i4.7023

Aulawi, H., Suseno, N. S., & Abdullah, K. H. (2023). Trends in E-Commerce and Social Media Research in Asia: Five Years of Scientometric and Content Analysis. Journal of Applied Engineering and Technological Science, 5(1), 58–72. https://doi.org/10.37385/jaets.v5i1.2420

Bakar A A. (2022). Wali Kota Kediri Bagikan Pengalaman Pemanfaatan Strategi Digitalisasi Kota Kediri dalam Economic Outlook 2022. Retrieved from https://kedirikota.go.id/p/berita/10110376/wali-kota-kediri-bagikan-pengalaman-pemanfaatan-strategi-digitalisasi-kota-kediri-dalam-economic-outlook-2022?utm_source=chatgpt.com

Bothy Dewandaru, Manuel Goncalves, A. N. R. (2023). IMPACT OF DIGITAL MARKETING, DIGITAL FINANCE, AND DIGITAL LITERACY ON BUSINESS PERFORMANCE SMEs. 3.

Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13(June). https://doi.org/10.3389/fpsyg.2022.865702

Cnnindonesia. (2023). Dominasi Pasar E-Commerce, Shopee Unggul dari Para Pemain Lain. Retrieved February 11, 2025, from cnnindonesia website: https://www.cnnindonesia.com/ekonomi/20230626105528-97-966554/dominasi-pasar-e-commerce-shopee-unggul-dari-para-pemain-lain

Desmaryani, S., Kusrini, N., Lestari, W., Septiyarini, D., Harkeni, A., Burhansyah, R., … Siswanto, E. (2024). Investigating the role of brand image and halal labels on purchase decisions: An empirical study of rice processing firms. Uncertain Supply Chain Management, 12(1), 481–488. https://doi.org/10.5267/j.uscm.2023.9.004

Dr. Nur Laely, S.E., M. ., & Angga Rizka Lidiawan, S.E., M. . (2022). Metodologi Penelitian Menyiapkan Penelitian dan Menulis Karya Ilmiah (A. Suryadin & K. La Nani, Eds.). Yayasam Wiyata Bestari Samasta.

Erwin, S.E., M.M., C.DMP., C., RR Roosita Cindrakasih, SH., M. I. K., Dr. Afrina Sari, M. S., Hita, S.Kom., M. T., Yoseb Boari, S.E., M. S., Loso Judijanto, S.Si., M.M., M. S., & Dr. Andi Caezar To Tadampali, S.E., M. . (2024). Pemasaran Digital Teori dan Implementasi. Bantul, Yogyakarta.

Fait, A. M. A. (2025). The Mental Image of a Product and its Influence on Purchase and Repeat Purchase Decisions by Saudi Consumers. Edelweiss Applied Science and Technology, 9(2), 1283–1300. https://doi.org/10.55214/25768484.v9i2.4750

Fatikasari, B. (2024). Pengaruh Affiliate Marketing, Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Di E-Commerce Shopee (Studi Pada Masyarakat Kota Ponorogo). Retrieved from https://eprint.unipma.ac.id/2204/

Febriana Eka Dewi, Ari Kuntardina, E. A. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE (Studi Kasus Mahasiswa STIE CENDEKIA Bojonegoro angkatan 2017). JEMB : Jurnal Ekonomi, Manajemen Dan Bisnis, 1(2), 90–99.

Gultom, M. M. B. (2024). PENGARUH ONLINE CUSTOMER REVIEW DAN AFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPE (STUDI KASUS : MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN). Retrieved from https://repositori.uma.ac.id/jspui/handle/123456789/25911

Gustiawan, W. D., & Rahayu, B. (2024). Analysis of MSME Digital Marketing Strategy " kripik . t _ mpe ” on Instagram. 5(1), 87–93.

Hardianawati. (2023). Affiliated Marketing Content in Shopee Through Tiktok Media on Purchase Decisions. Revista de Gestao Social e Ambiental, 17(4), 1–12. https://doi.org/10.24857/rgsa.v17n4-025

Hasanin, T., Jambi, S., & Alrashidi, M. (2025). Analyzing the Influence of Social Media Content on Online Purchase Decisions: A Case Study from Saudi Arabia Electronic Products Market. International Review of Management and Marketing, 15(3), 138–149. https://doi.org/10.32479/irmm.18364

Hasim, M. A., & Mahbob, N. N. (2025). Perceived Influencer Credibility and Perceived Content Usefulness in Influencing Consumer Purchase Decisions: A Moderated Model Using SmartPLS. Paper Asia, 41(3b), 232–244. https://doi.org/10.59953/paperasia.v41i3b.469

Hoang, C. C., & Khoa, B. T. (2024). the Impact of Review and Rating on Customer Experience in Electronic Marketplaces. Business Management, 2024(2), 5–21. https://doi.org/10.58861/tae.bm.2024.2.01

Holly A. Syrdal, Susan Myers, Sandipan Sen, Parker J, Woodroof, W. C. M. (2023). Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior. Journal of Business Research. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113875

Ishomi, A. R., Fatimah, S. E., & Curatman, A. (2025). The impact of neuromarketing and influencer marketing on the decision process of generation Z consumers on the purchase of halal cosmetics. Edelweiss Applied Science and Technology, 9(1), 1019–1033. https://doi.org/10.55214/25768484.v9i1.4306

Jannah, M., Wahono, B., & Khalikussabir. (2021). Pengaruh Diskon Flash Sale, Rating dan Gratis Ongkos Kirim terhadap Keputusan Pembelian pada Marketplace Shopee. Jurnal Ilmiah Riset Manajemen, 10(13), 38–51. Retrieved from www.indotelko.com

Kompas.com. (2025). Dukung Ekonomi Digital, Shopee Latih Pegawai Pos Indonesia Jadi Affiliate. Retrieved from https://money.kompas.com/read/2025/03/24/090100926/dukung-ekonomi-digital-shopee-latih-pegawai-pos-indonesia-jadi-affiliate?utm_source=chatgpt.com

Kurniawati, D., Saleh, S., & Ramadiah, V. (2024). Pengaruh Shopee Affiliate Program Terhadap Minat Beli Dan Keputusan Pembelian (Studi Kasus Pada Mahasiswa UIR). Management Studies and Entrepreneurship Journal, 5(2), 8024–8032. Retrieved from http://journal.yrpipku.com/index.php/msej

Makagansa, M. C., Pandowo, M. H. C., & Wangke, S. J. C. (2024). THE IMPACT OF ONLINE VISUAL MERCHANDISING AND AFFILIATE MARKETING FOR CLOTHING PRODUCT ON SHOPEE CUSTOMER PURCHASE DECISION PENGARUH MERCHANDISING VISUAL ONLINE DAN PEMASARAN AFILIASI TERHADAP Jurnal EMBA Vol . 12 , No . 4 December 2024 , Hal . 854-864. 12(4), 854–864.

Maulida. (2024). PENGARUH AFFILIATE MARKETING, KUALITAS PRODUK, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE. (Universitas Nusantara PGRI Kediri). Universitas Nusantara PGRI Kediri. Retrieved from https://repository.unpkediri.ac.id/13897/

Mei, L., Tang, N., Zeng, Z., & Shi, W. (2025). Artificial Intelligence Technology in Live Streaming E-commerce: Analysis of Driving Factors of Consumer Purchase Decisions. International Journal of Computers, Communications and Control, 20(1), 1–14. https://doi.org/10.15837/ijccc.2025.1.6871

Muhammad, G. (2024). Pengaruh Hedonic Shopping Motivation dan Penggunaan Paylater terhadap Impulse Buying pada Pengguna e-commerce Shopee (Studi Kasus Generasi Z di Kota Jambi) (UNIVERSITAS JAMBI). UNIVERSITAS JAMBI. Retrieved from https://repository.unja.ac.id/63454/

Nadia, J. (2023). Pengaruh Affiliate Marketing, Kualitas Produk dan Harga Terhadap Keputusan Pembelian di E-Commerce Shopee. Retrieved from https://eprints.walisongo.ac.id/id/eprint/21566/

Najib, A. (2024). A Sharia Perspective on E-Commerce Affiliate Marketing in Indonesia: A Study of Shopee Marketplace. Prophetic Law Review, 6(1), 120–142. https://doi.org/10.20885/PLR.vol6.iss1.art6

Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743

Noviani, S. R., & Siswanto, T. (2022). Pengaruh Online Consumer Review, Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee Di Jakarta Selatan. Jurnal Inovasi Manajemen Bisnis, 1(1), 17–28.

Oktavia, M., Pradana, M., Wardhana, A., & Joviano, R. (2025). Analysis of the Effect of E-Commerce Affiliate Marketing on Increasing Consumer Purchase Intention. WSEAS Transactions on Systems, 24, 326–334. https://doi.org/10.37394/23202.2025.24.28

Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10), e08169. https://doi.org/10.1016/j.heliyon.2021.e08169

Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2), 100058. https://doi.org/10.1016/j.dim.2023.100058

Ruhamak, M. D., & Rahmadi, A. N. (2022). Pengaruh E-Wom, Reputasi dan Webqual Terhadap Keputusan Konsumen pada Pengguna Lembaga Kursus Bahasa Inggris. Warmadewa Economic Development Journal (WEDJ), 5(2), 54–66. https://doi.org/10.22225/wedj.5.2.2022.54-66

Satriyono, G., Rukmini, M., Prihardini, O. W., & Mayciella So. (2024). Pelatihan Digital Marketing Dalam Meningkatan Kompetensi Siswa Untuk Berwirausaha Pada Mitra SMK Tunas Bangsa. Jurnal Pengabdian UntukMu NegeRI, 8(1), 155–159. https://doi.org/10.37859/jpumri.v8i1.6638

Setiono, E. A. (2020). Fasilitas UMKM Menjadi e- Marketplace, Pemkot Kediri Gandeng Platform Digital. Retrieved from JATIM TIMES NETWORK website: https://jatimtimes.com/baca/221866/20200826/013300/fasilitas-umkm-menjadi-e-marketplace-pemkot-kediri-gandeng-platform-digital

Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2024). Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy. Arab Gulf Journal of Scientific Research, 42(4), 1982–2000. https://doi.org/10.1108/AGJSR-02-2023-0064

Siregar, A., Hasibuan, M. I., Amin, M., Harahap, J. M., & Elvisyahfri, S. P. (2022). Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Produk Pakaian Pada Marketplace Shopee (Studi Kasus Mahasiswa Universitas Al-Washliyah Labuhanbatu). Jurnal EK&BI, 5(2), 2620–7443. https://doi.org/10.37600/ekbi.v5i2.699

Srivastava, G. (2022). Antecedents of E-Marketing of Agriculture Products in This Digital Era: An Empirical Study. International Journal of Technology and Human Interaction, 18(7), 1–17. https://doi.org/10.4018/IJTHI.306228

Sugiyono, P. D. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: ALFABETA cv.

Sutandi, M., Fauzi, A., Caesar, L., Putri, N. N., Shava Viola, D., Rhamadina, O., … Abrar, Z. (2024). Analisis peran Affiliate Marketing dalam Membangun Kepercayaan Pelanggan (Literatur Review Jurnal). Dinasti Review, 5(3), 197–207. Retrieved from https://creativecommons.org/licenses/by/4.0/

Vindy Zalfa, K., & Indayani, Lilik, S. (2024). Analysis Of Live Streaming, Electronic Word Of Mouth (E-WOM) And Affiliate MarkeAng On Purchasing Decision For Fashion Trend Productsi At The Shopee Marketplace (Case Study Of Shopee Users) Analisis Live Streaming, Electronic Word Of Mouth (E-WOM) Dan Aff. Management Studies and Entrepreneurship Journal, 5(1), 1291–1305. Retrieved from http://journal.yrpipku.com/index.php/msej

Yang, C. Y., Wang, C. Y., & Pao, C. L. (2025). The impact of negative emotions on product purchase decisions: a study of watch design. BMC Psychology, 13(1). https://doi.org/10.1186/s40359-025-02775-0