PENGARUH AFFILIATE MARKETING DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP CONVERSION RATE MELALUI TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Produk Kosmetik Oh My Glam (OMG) di Platform Shopee dan TikTok Shop Kota Bandar Lampung)

MUSTIKA, RATU (2026) PENGARUH AFFILIATE MARKETING DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP CONVERSION RATE MELALUI TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Produk Kosmetik Oh My Glam (OMG) di Platform Shopee dan TikTok Shop Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh perkembangan pemasaran digital yang semakin pesat, khususnya melalui platform Shopee dan TikTok Shop yang mendorong perusahaan kosmetik memanfaatkan strategi affiliate marketing dan electronic word of mouth (e-WOM) untuk meningkatkan conversion rate konsumen. Persaingan industri kosmetik yang semakin ketat menyebabkan perusahaan perlu membangun kepercayaan (trust) konsumen agar mampu meningkatkan pembelian aktual. Penelitian ini bertujuan untuk mengetahui pengaruh affiliate marketing dan electronic word of mouth (e-WOM) terhadap conversion rate melalui trust sebagai variabel mediasi pada konsumen produk kosmetik Oh My Glam (OMG) di platform Shopee dan TikTok Shop Kota Bandar Lampung. Penelitian ini menggunakan metode kuantitatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada konsumen produk kosmetik OMG di Kota Bandar Lampung. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel 100 responden. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa affiliate marketing dan electronic word of mouth (e-WOM) berpengaruh positif dan signifikan terhadap trust, namun keduanya tidak berpengaruh signifikan terhadap conversion rate. Sementara itu, trust terbukti berpengaruh positif dan signifikan terhadap conversion rate. Pengujian mediasi menunjukkan bahwa trust tidak mampu memediasi pengaruh affiliate marketing maupun electronic word of mouth (e-WOM) terhadap conversion rate. Temuan ini mengindikasikan bahwa peningkatan conversion rate konsumen tidak hanya dipengaruhi oleh strategi pemasaran digital dan tingkat kepercayaan, tetapi juga oleh faktor lain, seperti harga, kualitas produk, kebutuhan konsumen, dan persaingan produk sejenis. Kata Kunci: Affiliate Marketing, Electronic Word of Mouth (e WOM), Trust, Conversion Rate. ABSTRACT The rapid development of digital marketing has significantly influenced the cosmetic industry, particularly through e-commerce platforms such as Shopee and TikTok Shop. The increasing use of affiliate marketing and electronic word of mouth (e-WOM) has encouraged cosmetic companies to utilize these strategies to improve consumer conversion rate. However, the intense competition within the cosmetics industry requires companies to build consumer trust in order to encourage actual purchasing behaviour. One of the cosmetic brands that actively implements digital marketing strategies is Oh My Glam (OMG), which seeks to enhance consumer conversion rate through affiliate marketing and e-WOM activities on Shopee and TikTok Shop. This study aims to examine the effect of Affiliate Marketing and Electronic Word of Mouth (e-WOM) on Conversion Rate through Trust as a mediating variable among consumers of Oh My Glam (OMG) cosmetics products on Shopee and TikTok Shop in Bandar Lampung City. This study employs a quantitative research method, with data collected through the distribution of questionnaires to consumers of OMG cosmetic products. The sampling technique used in this research is purposive sampling, with a total sample size of 100 respondents. Data analysis was conducted using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the assistance of SmartPLS 4 software. The results indicate that Affiliate Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant effect on Trust. However, both Affiliate Marketing and Electronic Word of Mouth (e-WOM) do not have a significant effect on Conversion Rate. Meanwhile, Trust has a positive and significant effect on Conversion Rate. Furthermore, the mediation analysis reveals that Trust is unable to mediate the relationship between Affiliate Marketing and Conversion Rate, as well as the relationship between Electronic Word of Mouth (e-WOM) and Conversion Rate. These findings suggest that the improvement of consumer conversion rates is not solely influenced by digital marketing strategies and consumer trust, but also by other factors such as price, product quality, consumer needs, and competition from similar products. Keywords: Affiliate Marketing, Electronic Word of Mouth (e-WOM), Trust, and Conversion Rate.

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