Pengaruh Affiliate Marketing Dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Produk Skintific Pada Platform Shopee Di Kota Depok

Abstract

The rapid growth of e-commerce has encouraged companies to adopt digital marketing strategies to influence consumer purchasing decisions, with affiliate marketing emerging as an effective approach. Perceived product quality also plays an important role in shaping purchase decisions, particularly for skincare products marketed online. This study examines the effects of Affiliate Marketing and Perceived Product Quality on Purchase Decisions for Skintific products on Shopee in Depok City. A quantitative survey was conducted on 126 respondents selected through purposive sampling, comprising consumers who had purchased Skintific products on Shopee and had been exposed to Shopee Affiliate content. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The results show that Affiliate Marketing has a positive and significant effect on Purchase Decisions (t = 7.686; sig. = 0.000), as does Perceived Product Quality (t = 5.864; sig. = 0.000). Simultaneously, both variables significantly affect Purchase Decisions (F = 373.351; sig. = 0.000), with R² = 0.859. Affiliate Marketing (β = 0.485) has a more dominant influence than Perceived Product Quality (β = 0.414). These findings suggest that effective affiliate marketing and positive perceptions of product quality can enhance consumers’ purchase decisions.