Sandya Aryasatya, - (2025) ANALISIS PENGARUH PAID ADVERTISING DAN AFFILIATE MARKETING DENGAN INTERMEDIASI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE LAZADA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The fast expansion of Indonesia’s e-commerce sector has heightened competition among platforms, while Lazada, although an early market entrant, has faced declining traffic and consumer engagement, underscoring the need for more optimized digital marketing strategies. This research examines the impact of paid advertising and affiliate marketing on purchase decisions, both directly and indirectly through Instagram as a mediating variable. Employing a quantitative method and PLS-SEM analysis using SmartPLS 4, the findings reveal that paid advertising positively and significantly influences social media and purchase decisions but does not generate a significant indirect effect via social media. Conversely, affiliate marketing does not have a direct effect on purchase decisions, yet it significantly influences social media and indirectly affects purchase decisions through Instagram. Overall, the results suggest that Lazada’s digital marketing performance is more effectively enhanced through social media engagement, particularly affiliate-driven content, rather than relying solely on paid advertising.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111226] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji: Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Affiliate Marketing, Instagram, Lazada, Paid Advertising, Purchase Decision, Social Media. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | SANDYA ARYASATYA |
| Date Deposited: | 25 Mar 2026 02:50 |
| Last Modified: | 25 Mar 2026 02:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41522 |
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