Wulandari, Tri Eli (2026) Pengaruh Live Streaming Affiliate Marketing Terhadap Keputusan Pembelian Produk Skincare Glad2glow Pada Aplikasi Tiktok Shop (Studi Kasus Mahasiswa Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research is motivated by the rapid development of digital marketing in Indonesia, supported by the increasing use of the internet and social media, especially in influencing the behavior of young consumers such as students. Innovations such as live streaming and affiliate marketing on the TikTok Shop platform are effective strategies in attracting interest and purchasing decisions, especially for skincare products that are trending among the digital generation. The subjects in this study were students in Pekanbaru City. And the object of this research was Pekanbaru City. The data sources used in this study were primary and secondary data. The sampling technique used was purposive sampling with a total of 100 people, while the data collection technique used was a questionnaire. This research method was conducted using a quantitative method approach. In analyzing the data, multiple linear regression analysis was used where the calculation process used SPSS for Windows version 26. The results of the study showed that there was a positive and significant influence between live streaming (X1) on purchasing decisions (Y) among students in Pekanbaru, there was a positive and significant influence between affiliate marketing (X2) on purchasing decisions (Y) among students in Pekanbaru, there was a positive and significant influence between live streaming (X1) and affiliate marketing (X2) on purchasing decisions (Y) among students in Pekanbaru.

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