THE EFFECT OF AFFILIATE MARKETING ON PURCHASE DECISIONS: THE MEDIATING ROLE OF CUSTOMER SATISFACTION (A Study on Shopee Electronic Product Consumers in Cirebon City)
DOI:
https://doi.org/10.70248/jmie.v4i1.4694Abstract
The rapid growth of online shopping has driven businesses to adopt affiliate marketing as a promotional strategy on the Shopee platform, yet its effectiveness in directly driving purchase decisions remains debated, making it necessary to empirically test the mediating role of customer satisfaction. This study aims to analyze the effect of affiliate marketing on purchase decisions, both directly and through the mediation of customer satisfaction, among electronic product consumers of Shopee in Cirebon City. A quantitative causal-associative approach was employed using purposive sampling on 124 respondents, analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The results show that affiliate marketing has a positive and significant effect on purchase decisions (β = 0.338; t = 4.692; p = 0.000), so H1 is accepted. Affiliate marketing also has a positive and significant effect on customer satisfaction (β = 0.341; t = 4.592; p = 0.000), so H2 is accepted. Customer satisfaction has a positive and significant effect on purchase decisions (β = 0.387; t = 5.283; p = 0.000), so H3 is accepted. Customer satisfaction is also shown to partially mediate the effect of affiliate marketing on purchase decisions (indirect β = 0.132; t = 3.274; p = 0.001), so H4 is accepted. These findings indicate that affiliate marketing effectively drives purchase decisions both directly and through enhanced customer satisfaction, suggesting that sellers and affiliators should improve the quality of content, incentives, accessibility, and credibility of affiliation to strengthen customer satisfaction while sustainably driving purchase decisions.
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