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Abstract

This study aims to examine the influence of TikTok affiliate digital marketing strategies on the purchase intentions of Generation Z in Jakarta. To examine purchase intentions through TikTok affiliate marketing among Generation Z in Jakarta, variables such as perceived usefulness, trust, promotion, consumer feedback, and social impact were utilized. A quantitative method was employed by distributing questionnaires, and the data were examined using multiple linear regression analysis. The results indicate that social impact and consumer feedback have a positive and significant influence on purchase intentions. The implications of this research suggest that to enhance the purchase intentions of Generation Z in Jakarta, businesses and affiliate partners need to focus on consumer feedback or positive reviews from previous customers. Furthermore, Generation Z tends to place greater trust in recommendations from close connections such as friends, family, and relatives. To boost the purchase intentions of Generation Z in Jakarta, affiliate partners can create content highlighting positive customer reviews or businesses can collaborate with micro-influencers to build closer connections with the target audience.

Keywords

TikTok Affiliate Digital Marketing Purchase Intention Social Impact Consumer’s Feedback

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Azmi, N., Afriyani, T., & Kurniaty, D. . (2025). The Influence of TikTok Affiliate Digital Marketing Strategy on Generation Z Purchase Intentions in Jakarta, Indonesia . Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 168–184. https://doi.org/10.52970/grmapb.v5i1.891
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