Affiliate Programs, Video Marketing And Consumer Behavior Mediated By Artificial Intelligence

Varissa Nur Aisyah

doi:10.21009/JRMSI.17.2.1

Authors

Varissa Nur Aisyah universitas Merdeka Pasuruan

DOI:

https://doi.org/10.21009/JRMSI.17.2.1

Keywords:

Affiliate Programs, Artificial Intellgence, Consumer Behavior, Video Marketing

Abstract

The development of digital technology has transformed e-commerce marketing through TikTok Shop by integrating affiliate programs, video marketing, and Artificial Intelligence (AI). This study aims to analyze the influence of affiliate programs and video marketing on consumer behavior with AI as a mediating variable among TikTok Shop affiliators in Pasuruan City. This research employed a quantitative approach involving 108 respondents. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) to examine direct and mediating effects, as well as multiple linear regression analysis to test simultaneous effects. The results indicate that video marketing has a significant positive effect on both AI utilization and consumer behavior, while affiliate programs do not show a significant direct effect. Simultaneously, affiliate programs and video marketing significantly influence AI and consumer behavior. AI significantly affects consumer behavior and partially mediates the relationship between video marketing and consumer behavior but does not mediate the relationship between affiliate programs and consumer behavior. These findings highlight the importance of video content quality and AI-driven optimization in shaping consumer purchasing behavior within the TikTok Shop ecosystem.

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