PERAN MEDIASI AFFILIATE MARKETING DALAM HUBUNGAN FLASH SALE DAN ULASAN PRODUK TERHADAP MINAT BELI KONSUMEN SANDAL SLOP DEJAVU PADA TIKTOK SHOP

Abstract

This study aims to examine the effect of product reviews and flash sales on consumer purchase intention of DeJavu sandals on TikTok Shop, with affiliate marketing as a mediating variable. The research employs a quantitative approach using a descriptive-associative method and is analyzed with Structural Equation Modeling– Partial Least Squares (SEM-PLS). Data were collected online from 100 TikTok users via a Google Form questionnaire during April–July 2025. The results reveal that both product reviews and flash sales significantly influence purchase intention, both directly and indirectly through affiliate marketing as a partial mediator. These findings highlight the importance of integrating content strategies, time-limited promotions, and affiliate collaborations to enhance consumer purchasing decisions on digital platforms.