The Psychological Mechanisms Behind Impulsive Buying in Marketing Affiliate Content

Aqilah, Nafla (2025) The Psychological Mechanisms Behind Impulsive Buying in Marketing Affiliate Content. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6031231024-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (6MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengeksplorasi mekanisme psikologis di balik perilaku pembelian impulsif yang dipicu oleh konten pemasaran afiliasi dengan mengintegrasikan
Technology Acceptance Model (TAM) dan teori Stimulus-Organism-Response (S-O-R).Dengan menggunakan sampel sebanyak 240 responden di Indonesia yang terpapar konten
afiliasi terkait fesyen di TikTok, penelitian ini mengkaji bagaimana kualitas konten dan relevansi personal (stimulus) memengaruhi respons internal pengguna, yaitu persepsi
terhadap kegunaan, kemudahan penggunaan, dan flow state yang pada akhirnya membentuk perilaku pembelian impulsif. Melalui pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM), temuan menunjukkan bahwa meskipun
kualitas konten dan relevansi personal berpengaruh signifikan terhadap persepsi kognitif dan emosional pengguna, hanya flow state yang memiliki pengaruh langsung terhadap perilaku pembelian impulsif. Berlawanan dengan asumsi tradisional TAM, persepsi terhadap kegunaan dan kemudahan penggunaan tidak menunjukkan pengaruh langsung
maupun tidak langsung yang signifikan terhadap keputusan pembelian impulsif. Selain itu, flow state dikonfirmasi sebagai variabel mediasi utama antara stimulus dan respons
perilaku. Secara teoretis, penelitian ini berkontribusi dalam memperluas penerapan TAM pada konteks konsumen hedonis serta memvalidasi model S-O-R dalam bidang pemasaran afiliasi digital. Penelitian ini juga memberikan implikasi praktis, dengan menyarankan bahwa konten yang imersif dan dipersonalisasi lebih efektif dalam mendorong pembelian impulsif dibandingkan konten yang bersifat fungsional atau
informatif semata.
=========================================================================================================================================
This study aims to explore the psychological mechanisms behind impulsive buying behavior triggered by affiliate marketing content by integrating the Technology
Acceptance Model (TAM) and the Stimulus-Organism-Response (S-O-R) theory. Using a sample of 240 respondents in Indonesia who were exposed to fashion-related affiliate
content on TikTok, this study examines how content quality and personal relevance (stimuli) influence users' internal responses namely perceived usefulness, perceived ease
of use, and flow state which ultimately shape impulsive buying behavior. Through Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that
although content quality and personal relevance significantly affect users’ cognitive and emotional perceptions, only flow state has a direct influence on impulsive buying behavior. Contrary to traditional TAM assumptions, perceived usefulness and perceived
ease of use show no significant direct or indirect effects on impulsive purchase decisions. Furthermore, flow state is confirmed as a key mediating variable between stimuli and
behavioral response. This study contributes theoretically by extending the application of TAM to hedonic consumer contexts and validating the S-O-R model in the field of digital affiliate marketing. It also offers practical implications, suggesting that immersive and personalized content is more effective in encouraging impulsive buying than content that is solely functional or informational.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Affiliate Marketing, Consumer Behavior, Flow State, Impulsive Buying, S-O-R Theory, Technology Acceptance Model, TikTok.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User:	Nafla Aqilah
Date Deposited:	28 Jul 2025 02:17
Last Modified:	28 Jul 2025 02:17
URI:	http://repository.its.ac.id/id/eprint/121860

Actions (login required)

View Item