THE INFLUENCE OF TIKTOK AFFILIATE CONTENT QUALITY AND CREDIBILITY ON PURCHASE DECISIONS VIA THE YELLOW BASKET FEATURE
DOI:
https://doi.org/10.1234/jumder.v1i2.24Keywords:
content quality, affiliate credibility, TikTok, yellow cart, purchase decisionAbstract
This study investigates the impact of content quality and affiliate credibility on consumer purchase decisions within TikTok's yellow cart feature, focusing on the Indonesian market. TikTok has emerged as a significant social commerce platform that uniquely integrates entertainment with shopping experiences through innovations like the yellow cart feature, yet limited research exists on how content characteristics and affiliate trustworthiness simultaneously influence purchasing behavior in this context. Employing a quantitative correlational approach, this research collected data from 100 TikTok users aged 17-35 in the Jabodetabek area using a structured questionnaire with 5-point Likert scale measurements. Data analysis conducted using IBM SPSS Statistics version 26 included validity testing (r > 0.195), reliability assessment (Cronbach's Alpha > 0.70), and classical assumption tests ensuring data appropriateness for parametric analysis. Multiple regression analysis revealed that both content quality (t = 4.217, p < 0.05) and affiliate credibility (t = 5.038, p < 0.05) significantly influence purchasing decisions through the yellow cart feature, with affiliate credibility demonstrating a stronger effect. The model demonstrated substantial explanatory power with F = 63.725 > F-table 3.09 (p < 0.05) and R² = 0.567, indicating that these variables collectively explain 56.7% of variance in purchasing decisions. This research advances theoretical understanding of social commerce by extending the Technology Acceptance Model to incorporate content and credibility dimensions specific to short-form video platforms, while providing valuable insights into the hierarchy of influences in the Indonesian digital marketplace. The findings offer practical guidance for businesses seeking to optimize their TikTok marketing strategies through balanced investment in both high-quality content creation and credible affiliate partnerships, establishing a foundation for future research on evolving social commerce ecosystems.
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