Strategy to Increase Consumer Trust in Affiliate Links on Social Media

Ni Putu Christina Piliana; Agus Fredy Maradona

doi:10.35877/454RI.qems2800

Ni Putu Christina Piliana Master of Management, Universitas Pendidikan Nasional, Denpasar 80224, Indonesia (ID)
Agus Fredy Maradona Master of Management, Universitas Pendidikan Nasional, Denpasar 80224, Indonesia (ID)

Keywords: Consumer Trust, Affiliate Links, Social Media, Information Transparency, Affiliate Reputation, Product and Service Quality, Relevance, User Experience, e-commerce

Viewed = 0 time(s)

Abstract

Affiliate marketing in Indonesia has experienced significant growth, especially with the development of the e-commerce & e-marketplace industry. Affiliate marketing is a performance-based model where content creators (affiliators) earn commissions by promoting products or services through links, and affiliates earn a share of revenue from users who make purchases through those links. This is a win-win solution for creators and brands. In this context, building consumer trust is the most important thing. This research aims to analyze strategies to increase consumer trust in affiliate links on social media. This research took samples from active social media users who had or had experience shopping via affiliate links on social media, with gender, age, latest education as respondent characteristics and product type, type of social media, and consumer characteristics as control variables. This research is quantitative research using a purposive sampling method. This research aims to explore effective strategies for increasing consumer trust in affiliate links on social media. This study uses the Structural Equation Modeling Partial Least Squares (SEM PLS) method with the help of SmartPLS 4 software to analyze the data samples obtained. The research results show that factors such as information transparency, affiliate reputation, product and service quality, content relevance, and user experience have a significant effect on consumer trust. However, it was found that consumer attitudes did not significantly moderate the influence of product and service quality and user experience on consumer trust. These findings help marketing practitioners create better strategies to foster consumer trust in affiliate links in the digital era.

References

Abdullah, Kuswardani, D., & Wardoyo, P. (2023). ANALISIS PENGARUH MOTIVASI KONSUMEN, KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Ilmu Manajemen Dan Akuntansi Terapan (JIMAT), 14.

Andreani, F., Gunawan, L., & Haryono, S. (2021). SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18–26. https://doi.org/10.9744/jmk.23.1.18-26

Anggrenita, E., & Sander, O. A. (2022). Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow. Journal of Business & Applied Management, 15(2), 143. https://doi.org/10.30813/jbam.v15i2.3774

Ansyah, F. (2019). Jurnal Kajian Manajemen dan Wirausaha | 46 Pengaruh Persepsi Risiko dan Kepercayaan pada Vendor terhadap Minat Beli yang Dimediasi oleh Sikap Konsumen Toko Online Lazada di Kota Padang.

Bachnik, K., & Nowacki, R. (2018). How to build consumer trust: Socially responsible or controversial advertising. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072173

Barbu, C. M., Florea, D. L., Dabija, D. C., & Barbu, M. C. R. (2021). Customer experience in fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080

Cheng, Y., & Chen, Z. F. (2020). Encountering misinformation online: antecedents of trust and distrust and their impact on the intensity of Facebook use. https://doi.org/10.1108/OIR

Christina Newberry. (2022, February 22). Using Social Media for Affiliate Marketing: 4 Tips To Get Started. Hootsuite. https://blog.hootsuite.com/affiliate-marketing/

Fahim, T. (2020). A Study on Consumer Attitude towards Affiliate Marketing for E-Business. In International Journal of Innovative Research in Engineering & Management (IJIREM) (Issue 7). www.ijirem.org

Fandy Tjiptono, & Gregorius Chandra. (2020). Pemasaran Strategik, Domain, Determinan, Dinamika (Fandy Tjiptono, Ed.; 4th ed.). Andi Offset.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8th ed.). Badan Penerbit Universitas Diponegoro.

Gracelia, Y., & Indriani, F. (2023). ANALISIS PENGARUH PEMASARAN MEDIA SOCIAL, REPUTASI INFLUENCER DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Tiktok Shop Di Kota Semarang). DIPONEGORO JOURNAL OF MANAGEMENT, 12(4). http://ejournal-s1.undip.ac.id/index.php/dbr

Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information (Switzerland), 12(4). https://doi.org/10.3390/info12040145

Jimit Mehta. (2023, November 17). The impact of customer trust on conversion rates. Abmatic AI. https://abmatic.ai/blog/impact-of-customer-trust-on-conversion-rates

Kaharudin, E., Triyono, D., Nova Vernando, A., & Studi Kewirausahaaan Akademi Entrepreneuship Terang Bangsa, P. (2021). Analisis Kepercayaan Konsumen, Kualitas Produk, Kualitas Website, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian. http://journal.trunojoyo.ac.id/jsmb

Kate Parish. (2022, September 23). Affiliate Marketing on Social Media: A 2023 Quickstart Guide. ClickBank. https://www.clickbank.com/blog/affiliate-marketing-on-social-media/

Kent Campbell. (2023, October 6). What is Reputation? Reputationx. https://blog.reputationx.com/whats-reputation#:~:text=Reputation%20is%20people%27s%20general%20opinion%20or%20estimation%20about,an%20individual%27s%20or%20group%27s%20actions%2C%20character%2C%20and%20accomplishments.

Khamitov, M., Rajavi, K., Huang, D.-W., & Hong, Y. (2024). Consumer Trust: Meta-Analysis of 50 Years of Empirical Research. Journal of Consumer Research, 51(1), 7–18. https://doi.org/10.1093/jcr/ucad065

KOMINFO. (2024, January 31). Pengguna Internet Meningkat, Kominfo Galang Kolaborasi Tingkatkan Kualitas Layanan. Kominfo. https://www.kominfo.go.id/index.php/content/detail/54481/siaran-pers-no-80hmkominfo012024-tentang-pengguna-internet-meningkat-kominfo-galang-kolaborasi-tingkatkan-kualitas-layanan/0/siaran_pers

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th, illustrated ed.). Pearson.

Lauren Mohr. (2023, December 8). 10 Affiliate Marketing Trends for 2024: Experts Share Their Thoughts. HubSpot. https://blog.hubspot.com/marketing/affiliate-marketing-trends

Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2082015

MICU, A., GERU, M., & MICU, A.-E. (2017). Developing Customer Trust in E Commerce Using Inbound Marketing Strategies. 522–531. https://doi.org/10.18662/lumproc.rce2017.1.45

Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50

Nurhadi, A. (2019). Masa Depan Sistem Pemasaran : Dampak Adanya Revolusi Industri 4.0. & Akuntansi), 3(3), 214–222. https://doi.org/10.31955/mea.vol3.iss3.pp214-222

Oklander, M., Oklander, T., Yashkina, O., Pedko, I., & Chaikovska, M. (2018). Analysis of technological innovations in digital marketing. Eastern-European Journal of Enterprise Technologies, 5(3–95), 80–91. https://doi.org/10.15587/1729-4061.2018.143956

Pandrianto, N., & Genep Sukendro, G. (2018). Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement.

Paul, J., Pasaribu, K., Parlindungan Nadapdap, J., Trisilo, R. G., Rahman, H., & Ismayanti, P. (n.d.). Behaviour change: The impact of consumer trust on product purchase decision making. Sebelas Maret Business Review, 9(1), 31–38. https://jurnal.uns.ac.id/smbr

Phil Norris. (2024). Social Media Afiliate Marketing: Best Platforms to Get Started. AutorityHacker. https://www.authorityhacker.com/social-media-affiliate-marketing/

Philip Kushmaro. (2021, June 28). Marketing With Consumer Trust In Mind. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2021/06/28/marketing-with-consumer-trust-in-mind/?sh=2db6f08226a9

Putri Nugraha, J., Al, D., Gairah Sinulingga, S., Rojiati, U., Gazi Saloom, Mk., Rosmawati, Ms., Fathihani, Ms., Mail Hilian Batin, M., Widya Jati Lestari, M., Khatimah, H., & Maria Fatima Beribe, C. B. (2021). PERILAKU PERILAKU KONSUMEN T E O R I.

Rafi Robin. (2023, July 18). The Psychology of Affiliate Marketing: Understanding Consumer Behavior. Medium. https://medium.com/@rafirobin1991/the-psychology-of-affiliate-marketing-understanding-consumer-behavior-ae170335397b

Rahmanto, A. N. (2022). Media Sosial dan Persepsi Publik tentang Good Governance pada Pemerintah Daerah di Solo Raya. Jurnal Ilmu Komunikasi, 20(1), 88. https://doi.org/10.31315/jik.v20i1.6433

Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach (7th ed.). John Wiley & Sons Inc.

Siti Rohmah Noviah. (2021, December 1). 10+ Jenis Digital Marketing dan Manfaatnya Bagi Bisnis [Terbaru]. Exabytes. https://www.exabytes.co.id/blog/jenis-digital-marketing/

Soleimani, M. (2022). Buyers’ trust and mistrust in e-commerce platforms: a synthesizing literature review. Information Systems and E-Business Management, 20(1), 57–78. https://doi.org/10.1007/s10257-021-00545-0

Solomon, M. R., Bamossy, G. J., Askegaard Søren, & K. Hogg, M. (2016). Consumer Behaviour: A European Perspective (6th ed.). Harlow : Pearson Education.

Tirtayasa, S., Lubis, A. P., & Khair, H. (2021). Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen. In Jurnal Inspirasi Bisnis dan Manajemen (Vol. 5, Issue 1). http://jurnal.unswagati.ac.id/index.php/jibm

Utami, M., & Handayani, T. (2019). Pengaruh kualitas layanan dan kepercayaan nasabah terhadap loyalitas nasabah (Vol. 2). www.keuangankontan.co.id

wearesocial. (2024). Digital 2024 Global Overview Report. https://wearesocial.com/id/blog/2024/01/digital-2024/

Yaputra, P. (2020). PENGARUH SOCIAL MEDIA MARKETING, STORE ENVIRONMENT, SALES PROMOTION, DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION KONSUMEN SOGO DEPARTMENT STORE.

Yulianti, F., Lamsah, & Periyadi. (2019). MANAJEMEN PEMASARAN. CV Budi Utama.

Yunus, I. (2022). KEPUTUSAN PEMBELIAN KONSUMEN: PERSPEKTIF ONLINE CONSUMER REVIEW Ariawan. In PRAGMATIS (Vol. 3, Issue 1).

Yusuf, A., Gaffar, V., Hurriyati, R., & Wibowo, L. A. (2023). E-Trust in E-Commerce: A Systematic Literature Review. In Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021) (pp. 638–644). Atlantis Press SARL. https://doi.org/10.2991/978-2-494069-49-7_105