Generation Z Perception of Affiliate Marketing, Online Customer Experiences and Brand Trust Toward Purchase Decision on Marketplace Shopee
Persepsi Generasi Z pada Affiliate Marketing, Online Customer Experiences dan Kepercayaan Merek Terhadap Keputusan Pembelian pada Marketplace Shopee
DOI:
https://doi.org/10.21070/ups.1022Keywords:
Affiliate Marketing, Online Customer Expriences, Brand Trust, Purchase DecisionAbstract
This study aims to determine the effect of affiliate marketing, online customer experiences and brand trust towards purchase decision on marketplace Shopee of generation Z perception in Sidoarjo Regency. This research uses the descriptive analysis method with quantitative approach. Sampling uses purposive sampling technique. The number of respondents in this study was 100 people which taken from generation Z in Sidoarjo regency. The questionnaire used Google forms and was distributed by online. The data analysis technique in this study used SEM-PLS analysis. The results of the study suggest that affiliate marketing, online customer experiences and brand trust have positive and significant effect on generation Z purchasing decisions on marketplace Shopee.
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