Shopee Affiliate Viral Marketing’s Effect on Generation Z Buying
Interests in Purchasing Fashion Products on Shopee
Dinar Ayu Chandra Agustin
1
, Djuhriah Ashri
2
and Sugeng Wahjudi
2
1
Program Studi Ilmu Komunikasi, Universitas 17 Agustus 1945 Jakarta, Indonesia
2
Program Studi Ilmu Komunikasi, Universitas Bunda Mulia, Indonesia
Keywords: Shopee Afiliate, Buying Interest, Generation Z, Fashion Product.
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.
1
INTRODUCTION
The phenomenal growth that is rife in cyberspace has
a direct impact on the daily life of Generation Z.
Generation Z is a generation that has enjoyed
technological developments after the internet. The
development of the current era causes all forms of
activities carried out by humans to develop. This
activity can be in the form of communication, which
aims to convey a message from the sender to the
recipient. Situmorang (2010, p. 64) says that
information technology is growing rapidly in the end
has an impact on new marketing methods or
techniques that rely on these advances in information
technology. One of the marketing communication
programs can be implemented in a strategy. Viral
marketing strategy is one way that can be done in
implementing promotions in marketing
communications. The viral marketing strategy is part
of WOM marketing because it uses word-of-mouth
marketing.
Viral marketing as a marketing communication is
used by Generation Z to seek profit through Shope
Affiliates to disseminate products, one of which is
fashion products that can influence consumer buying
interest. Viral marketing can be stimulated by affiliate
marketing. Anshari & Mahani, (in Batu, Situngkir,
Krisnawati, & Halim 2019) define affiliate marketing
as a collaborative activity involving an organization,
company or site to gain profit for both parties in an
agreement through advertising activities for products
or services. Affiliates who are able to influence
consumer buying interest broadly so that they are able
to bring traffic to the website until a transaction
occurs will get a commission.
Shopee is an application that is engaged in buying
and selling online and can be accessed easily by using
a smartphone. Shopee that implements affiliate
marketing is known as Shopee Affiliate. One of the
social media used in carrying out affiliate marketing
is Tiktok to attract consumer buying interest through
content, campaigns, and other forms of offers. Social
media plays a crucial role in facilitating affiliate
marketing (Haikal et al., 2020). Shopee facilitates
sellers to sell easily and provides buyers with a secure
payment process and integrated logistics
arrangements. Shopee makes the Shopee Affiliate
Program feature or Shopee Affiliate Program a
Agustin, D., Ashri, D. and Wahjudi, S.
Shopee Affiliate Viral Marketingâ
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Zs Effect on Generation Z Buying Interests in Purchasing Fashion Products on Shopee.
DOI: 10.5220/0011875700003582
In Proceedings of the 3rd International Seminar and Call for Paper (ISCP) UTA â
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A
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Z45 Jakarta (ISCP UTA’45 Jakarta 2022), pages 51-56
ISBN: 978-989-758-654-5; ISSN: 2828-853X
Copyright
c
2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)
51
program that offers additional income for content
creators who promote Shopee products on social
media, such as YouTube, Instagram, Facebook,
TikTok, and others.
Figure 1: Tiktok User Data Increases Until Q1 2022
(Source: Databoks).
According to the visitor data above, the Shopee
databox is ranked the second most used e-commerce
by the community with a total of 150 million shopee
users. Shopee is also one of the most trusted e-
commerce sites with complete products.
TikTok, the popular app has become an essential
app in the lives of people who like new things in no
time. Today, TikTok is a very prominent platform for
various advertisers and marketers. Social media now
has the power to influence individuals to do
something new, for example, to grow someone's
buying interest in something to buy something.
However, not a few people are still interested in
advertising in other conventional media. According to
Kotler & Keller (2016) the use of the Tik Tok
application has increased buying interest. Basically,
buyers' decisions cannot be made alone before
consumer decision making is influenced by
circumstances such as cultural, social, personal and
psychological problems.
Figure 2: Tiktok User Data Increases Until Q1 2022
(Source: Databoks).
According to visitor data above, the tiktok
application user databox is increasing from year to
year, in 2022 around 1.4 thousand users who use the
tiktok application. Tiktok is one of the most popular
applications worldwide, this tiktok application has
successfully captured the attention of the audience,
especially Generation Z because of the appearance
and attractive features offered.
The content created by celebtiktok in the Tiktok
application regarding the Shopee Affiliate program
contains elements of reviews on product quality,
product prices and spreading referral links so that
consumers go directly to the products they are
interested in. Through marketing communications in
which the company seeks to inform, persuade and
remind consumers directly or indirectly about the
products being sold.
Fashion products are one of the products that are
loved by Generation Z, the virality of fashion
products in tiktok makes the attractiveness of
consumer buying interest higher, the aspect of
consumer buying interest is based on the quality of
the product, basically the quality is an effort by a
company in realizing a product with better
specifications than consumer expectations that
greatly affect buying interest.
2
LITERATUR REVIEW
2.1 Buying Interest
Buying interest is the tendency of consumers buy a
brand or take actions related to purchases as measured
by the level of possibility of consumers to make
purchases Hasan (2014).
It can be concluded that consumer buying interest
is an intention that arises from within a person to
make a purchase of a product or service with
consideration that before the purchase process takes
place there is a commitment in the consumer when
making a purchase can attract consumers to make a
purchase decision on a product so that it benefits the
company Maulidi and Ai. Lily (2017).
The indicators of buying interest are:
a. Transactional interest, namely the tendency of
a person to buy a product.
b. Referential interest, namely the tendency of a
person to refer products or reviews to others.
c. Preferential interest, which shows the
behavior of someone who has a major
preference for the product. This preference can
be overridden if something happens to the
product of its preference.
d. Explorative interest, which shows the
behavior of someone who is always looking
ISCP UTA’45 Jakarta 2022 - International Seminar and Call for Paper Universitas 17 Agustus 1945 Jakarta
52
for information about the product of interest
and looking for other information that
supports the positive characteristics of the
product
2.2 Marketing Communication
Marketing communication is one of the marketing
activities that seeks to disseminate information,
influence or improve the target market or company or
product so that they are willing to accept, buy and be
loyal to the products offered to the company. The
communication mixes are as follows:
a. Advertising (Advertising) is any form of non-
personal presentation and promotion of ideas,
goods, or services paid for by a particular
sponsor.
b. Sales promotion, namely short-term
incentives to increase purchases or sales of
products or services.
c. Publicity, namely the stimulation of non-
personal demand for products, services or
business units by posting commercially
significant news about products, services, or
business units in print media or by obtaining
attractive presentations through radio, TV, or
stage shows. not paid for by the sponsor.
d. Personal selling is an oral presentation in a
conversation with one or more prospective
buyers with the intention of creating a sale.
2.3 Viral Marketing
The term Viral Marketing was coined by Jeffery F.
Rayport in a 1996 article entitled "The Virus of
Marketing". The article, written what if the virus is
used as a marketing program, because the marketing
message will be spread by using only very little time,
the budget does not need to be too much and the
impact is very wide. The key to viral marketing is to
get website visitors and recommend them to those
who will be considered interested. They will connect
the message to potential consumers who will use the
goods or services offered and recommend it to other
consumers.
Kotler & Keller (2016: 647) define viral
marketing as an internet version of word of mouth
marketing or content marketing that involves
consumers wanting to share it with others.
The spread of viral marketing is like a message
virus that spreads quickly with words from person to
person, where consumers themselves choose to share
the message (Liu & Wang, 2019). Viral Marketing
Indicator are
a. Engagement with the product.
b. Product knowledge.
c. Talking about products
2.3.1 Generation Z
Schmidt (2000) says generation is a group of
individuals who identify groups based on year of
birth, age, location, and events in the lives of groups
of individuals who have a significant influence in the
growth phase.
Hellen Chou P. (2012: 35) provides an
understanding of the term Gen Z: Generation Z or
later widely known as the digital generation is a
young generation that grows and develops with a
great dependence on digital technology. This, either
directly or indirectly, greatly influences the
development of behavior, personality, even education
and learning outcomes for those who are still
students. Besides the advantages of Generation Z
children, there are weaknesses, for example, they are
usually less skilled in verbal communication.
Generation Z does not like the process, they generally
lack patience and like things that are instantaneous.
Figure 3. Young Tiktok Users (Source: Databoks 2022).
2.3.2 Affiliate in Market Place Shope
The word affliate or affiliation comes from English
which means to join, bond, or commonly translated as
a work or business bond. Marketing which means
affiliate marketing can be interpreted as affiliate
marketing, which means that we will market other
people's products, then if we succeed in selling the
product, we will get a commission from the owner of
the goods.
Advantages of Being an Affiliate Marketer.
Before plunging into internet marketing, it would be
better if we knew about the advantages and
disadvantages of a job to be involved in. The
following are some of the advantages or advantages
of one type of internet marketing, namely affiliate
marketing:
a. No need to make products
b. No need to stock items
c. No need to process orders
d. No need for customer support
Shopee Affiliate Viral Marketingâ
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e. No need for employees
f. No need for capital
g. Can be done anywhere
3
METHODS
The type of research that will be conducted in this
research is causal research. The research used in this
study is quantitative. According to Sekaran & Bougie
(2017:112) the purpose of the researcher to conduct a
causal study is to be able to state that variable X
causes variable Y. So, if variable X is removed or
changed in a certain way, problem Y is solved.
The population used in this study were all
Generation Z tiktok users, Sunter Muara, who had
seen Shopee Affiliate Fashion content on their tiktok
homepage or fyp. The sample in this study was
determined by a non-probability sampling technique,
which is a technique that does not provide equal
opportunities to members of the population. This
technique is used because the population is increasing
or increasing every day. The non-probability
sampling technique used in this study is purposive
sampling. Purposive sampling is the determination of
the sample with certain considerations. The purposive
sampling considerations in this study are:
a. Minimum age 15-27 years, this age
determination is based on the year of birth
(Gen Z born 1995-2010) and the level of
maturity in managing information)
b. Have a tiktok account
c. Have a job
d. Gender female and male
e. Have you seen Shopee Affiliate Fashion
content on their homepage or tiktok fyp at
least 3 times.
f. Have you ever bought fashion items that were
promoted through Shopee Affiliate content.
The formula needed to determine the number of
samples used Sampling using the Lemeshow formula
because the number of populations is unknown,
therefore the Lemeshow formula is used (Lemeshow
et al. 1990:42)
𝑛 = 𝑍 2 1− ∝/2 (1 − 𝑃)
𝑑 2
So that the sample results obtained 96.04. From
these results, it is rounded up and becomes 100.
Respondents who have been collected are 101
respondents and 100 respondents who enter the
criteria.To support this research, researchers used
primary data by giving a questionnaire
(questionnaire) with a set of questions or written
statements to respondents to answer. The secondary
data used are taken from books or articles related to
research
4
RESULTS AND DISCUSSION
Table 1: Characteristics by Gender.
Gender Frequency ( f ) Percentage (%)
Female 77 77
Male 23 23
Total 100 100
(Source: SPSS 26)
Based on the respondents who have been collected, it
shows that the more dominant are women with a total
of 77%, while the male respondents are 23%. Shope
Affiliate ashion product users on tiktok are more
dominated by women because fashion has its own
advantages in terms of trends and this is in line with
the nature of women who like to wear trending
fashion.
Table 2: Respondent Data by Age Group.
Age Group Frequency ( f ) Percentage (%)
20 – 27 Years 73 73,74
15 – 20 Years 26 26,26
Total 99 100
(Source: SPSS 26)
Based on the results that respondents have
collected, the most dominant in the use of Shope
Affiliate viral marketing on tiktok are at the age of 20-
27 years as many as 73 respondents or 73.74%, while
at the age of less than 15-20 years there are 26
respondents or 26.26 %.
Table 3: Respondent Data Based on Profession.
Profession Frequency ( f ) Percentage (%)
Student 67 6700
Employee 26 2600
Teacher 2 200
Entrepreneur 2 200
Housewife 1 100
Sailor 1 100
Total 100 100
(Source: SPSS 26)
ISCP UTA’45 Jakarta 2022 - International Seminar and Call for Paper Universitas 17 Agustus 1945 Jakarta
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Based on the most dominating respondents in
Shope Affiliate viral marketing on tiktok, students or
college students are 67 or equivalent to 67%, for those
who dominate the second order, namely employees as
many as 26 respondents or equivalent to 26%, for
teachers and entrepreneurs as much as 2 or equivalent
to 2%, then housewives and seafarers as much as 1 or
the equivalent of 1%.
4.1 Validity Test
Table 4: Viral Marketing (X).
No
Question
Item
Output SPSS
r
-count
r
-table Descri
p
tion
1 X1 0.846
0.1654
Vali
d
2 X2 0.846 Vali
d
3 X3 0.810 Vali
d
4 X4 0.825 Vali
d
5 X5 0.844 Vali
d
6 X6 0.833 Vali
d
(Source: SPSS 26)
Table 5: Buying Imterest(Y).
No
Quistion
Item
Output SPSS
r
-count
r
-table Description
1 Y1 0.871
0.1654
Vali
d
2 Y2 0.903 Vali
d
3 Y3 0.853 Vali
d
4 Y4 0.921 Vali
d
5 Y5 0.903 Vali
d
6 Y6 0.884 Vali
d
(Source: SPSS 26)
Validity and reliability tests were carried out on
100 respondents using SPSS Version 26 software.
The results of the validity test used a significance
level of 5%. Based on the results of the validity test
on the Viral Marketing variable (X) (Table 4.4) and
buying interest (Y) (Table 4.5), all questions in the
questionnaire were declared valid. This is evidenced
by r-count r-table, where the value of r-table is
obtained from, n-2 with a value of 0.1654.
4.2 Reliability Test
Table 6: Reliability Test Results
No Variabel Cronbach-
al
p
ha
Cut-
O
ff
Description
1 Viral Marketing
(X)
0.918
0.60
Reliabel
2 Buying Interest
(
Y
)
0.946 Reliabel
(Source: SPSS 26)
Based on the results of SPSS 26, this is evidenced by
the Cronbach-alpha Cut-Off. According to Murti
(2011) states that the minimum cut-off of Cronbach-
alpha for a measuring instrument is 0.60, Cronbach-
alpha Cut-Off indicates that the reliability is good and
adequate.
4.3 Correlation Test
Table 7: Correlation Test Results
No Variabel
Correlation
Value
Total
respondents (N)
1 Viral Marketing (X)
0,862 100
2Bu
y
in
g
Interest
(
Y
)
(Source: SPSS 26)
Based on the correlation test that has been carried
out (Table 4.7), the correlation value is 0.862, which
means that the level of relationship between variables
is very strong. There is a positive relationship
between the two variables, the greater the influence
of Shope Affiliate viral marketing, the more buying
interest Generation Z has in purchasing fashion
products on TikTok.
4.4 Simultaneous Test (F-Test)
Table 8: Simultaneous Test Results (F-Test).
No Model df F-count F-
table
Sig. Level
1Regresi1
283,399 3,93 0,000 0,05
2 Total 98
(Source: SPSS 26)
Based on the F-test that has been carried out (Table
4.8), the F-count value is 283.39 and the significance
value (Sig.) is 0.000. The value of the F-table is 3.93,
obtained from looking at table F where df (degree of
freedom) = 98 and the number of independent
variables = 1. The results of the F-Test show the
Significance Value (Sig.) 0.05 or F-count F-table, it
can be concluded that Shopee Affiliate Viral
Marketing has a significant / significant effect on
Generation Z's Buying Interest in Purchasing Fashion
Products on Tiktok.
4.5 Coefficient of Determination Test
Results
Table 9.
Variabel (R
2
) R-Square (R
2
)
Viral Marketing (X)
74,3%
Buying Interest (Y)
(Source: SPSS 26)
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Based on these results, the viral marketing Shope
Affiliate variable has a contribution of 74.3% to the
buying interest of Generation Z in purchasing fashion
products on Tiktok. The rest of the contribution of
25.7% are other factors that affect the dependent
variable (buying interest) which are not included in
this study.
Shope Affiliate viral marketing has a significant
effect on Generation Z's buying interest in purchasing
fashion products on TikTok. Simultaneous test results
indicate that Generation Z has more interest in buying
fashion products on Tiktok which is affiliated with
Shopee. Shopee affiliate program makes it easy for
users to go directly to the product page to view
reviews, recommendations and testimonials.
Generation Z also often interacts with all groups on
social media such as TikTok, so they trust
recommendations from their circle more when buying
fashion products. (Andriyanti & Farida, 2022),
5
CONCLUSIONS
Based on the results of research on tiktok users who
view content and buy Shope Affiliate products, as
well as statistical data analysis, the conclusions
obtained from this research are: The viral marketing
Shope Affiliate (X) variable has a significant effect
on Generation Z's buying interest in purchasing
fashion products on Tiktok (Y). This shows that
Shope Affiliate viral marketing is able to increase
interest in buying fashion products in Generation Z in
Sunter. This statement is supported by the results of
the coefficient of determination analysis, where the
viral marketing of Shope Affiliate has a 74.3%
contribution effect on Generation Z's buying interest
in purchasing fashion products on TikTok. These
results show that Shope Affiliate viral marketing is
able to increase interest in buying fashion products on
Tiktok by 74.3%.
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