Shopee Affiliate Viral Marketing’s Effect on Generation Z Buying Interests in Purchasing Fashion Products on Shopee

Dinar Agustin, Djuhriah Ashri

2022

Abstract

Phenomenal growth in cyberspace have direct impact on Gen Z daily lives which also means more efforts to attract their buying interest, one way is through Komunikasi pemasarans. This research aimed to find out whether Shopee Affiliate viral marketing influences Gen Z’s buying interest in purchasing fashion products on TikTok. This is a quantitative research with nonprobability sampling technique. This research was done in Sunter, Tanjung Priok, North Jakarta. The population sample includes all Sunter Agung’s Gen Z TikTok user who’s seen Shopee Affiliate fashion contents. The sample are between 15-27 years, have a job, had bought fashion product promoted through Shopee Affiliate, and has seen Shopee Affiliate’s fashion content on homepage or TikTok FYP for 3 times. Data were collected using questionnaire. Obtained data were analysed by correlation test and multiple linear regression using SPSS software. Data analysis in this study shows that viral marketing variable on Shopee Affiliate (X) has a significant effect on Gen Z buying interest in Sunter to purchase fashion products (Y). Shopee Affiliate’s viral marketing has a contribution effect of 74.3%. Fashion product ulasans on TikTok and Shopee that’re interesting with low prices have proved to increases Gen Z desire to own those products.

Paper Citation

in Harvard Style

Agustin D. and Ashri D. (2022). Shopee Affiliate Viral Marketing’s Effect on Generation Z Buying Interests in Purchasing Fashion Products on Shopee. In Proceedings of the 3rd International Seminar and Call for Paper (ISCP) UTA ’45 Jakarta - Volume 1: ISCP UTA'45 Jakarta; ISBN 978-989-758-654-5, SciTePress, pages 51-56. DOI: 10.5220/0011875700003582

in Bibtex Style

@conference{iscp uta'45 jakarta22,
author={Dinar Agustin and Djuhriah Ashri},
title={Shopee Affiliate Viral Marketing’s Effect on Generation Z Buying Interests in Purchasing Fashion Products on Shopee},
booktitle={Proceedings of the 3rd International Seminar and Call for Paper (ISCP) UTA ’45 Jakarta - Volume 1: ISCP UTA'45 Jakarta},
year={2022},
pages={51-56},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011875700003582},
isbn={978-989-758-654-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Seminar and Call for Paper (ISCP) UTA ’45 Jakarta - Volume 1: ISCP UTA'45 Jakarta
TI - Shopee Affiliate Viral Marketing’s Effect on Generation Z Buying Interests in Purchasing Fashion Products on Shopee
SN - 978-989-758-654-5
AU - Agustin D.
AU - Ashri D.
PY - 2022
SP - 51
EP - 56
DO - 10.5220/0011875700003582
PB - SciTePress