Public Policy and Digital Transformation of MSMEs: The Influence of TikTok Content Quality and Affiliate Marketing on Consumer Purchasing Decisions
DOI:
https://doi.org/10.66052/9wzxmr64Keywords:
affiliate marketing, purchase decisions, content quality, TikTok, MSMEsAbstract
Digital transformation has fundamentally changed the landscape of consumer behavior, especially in the micro, small, and medium enterprises (MSMEs) sector in the fashion sector. The TikTok platform emerged as a dominant force where affiliate creator content acts as a persuasive bridge between products and buyers. This study aims to empirically examine the influence of affiliate creator content and TikTok content quality on consumer purchasing decisions of MSME fashion products. The research method used was quantitative with a survey approach of 150 respondents who were active users of TikTok and had made transactions through the platform. The data analysis technique used multiple linear regression. The results show that affiliate creator content has a positive and significant effect on trust and buying interest, while the quality of TikTok content contributes significantly to shaping the perception of product value. Simultaneously, these two variables explain 71% of the variation in purchase decisions. These findings indicate that the synergy between the interpersonal credibility of creators and the visual aesthetics of content is a crucial strategy for MSMEs. This article offers updates by integrating psychological (source credibility) and technical aspects (content quality) in the context of a dynamic short-video ecosystem.
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