The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City

Isna Asdiani Nasution ; Pasaman Silaban ; Nagian Toni
Proceeding of the International Conference on Mana... 📅 2026 Vol 3, No 1 🔗 DOI: 10.61132/icmeb.v3i1.381
Abstract
This study seeks to examine the impact of Social Media Marketing and Affiliate Marketing on Purchase Intent on the Shopee platform in Medan City. The research employed a quantitative methodology via a survey of 384 Shopee user respondents. We used Partial Least Square Structural Equation Modeling (SEM-PLS) to analyze the data. The findings indicated that Social Media Marketing exerts a positive and significant influence on Willingness to Buy, evidenced by a coefficient value of 0.104 (T-statistic = 2.987; P-value = 0.003). Affiliate Marketing likewise has a positive and substantial effect on Willingness to Buy, with a coefficient value of 0.284 (T-statistic = 5.947; P-value = 0.000). The study's findings suggest that management of e-commerce platforms like Shopee should make the most of social media to reach more people and get more people involved. Also, working with the correct affiliate partners can make product suggestions stronger and bring in more customers, which can lead to a big increase in sales conversions.
Keywords
Affiliate Marketing; Medan City; Shopee; Social Media Marketing; Willingness to Buy
How to Cite

Isna Asdiani Nasution, et al. (2026). The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City. Proceeding of the International Conference on Management, Entrepreneurship, and Business, 3(1). https://doi.org/10.61132/icmeb.v3i1.381

Isna Asdiani Nasution; Pasaman Silaban; Nagian Toni, "The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City," Proceeding of the International Conference on Management, Entrepreneurship, and Business, vol. 3, no. 1, 2026.

Isna Asdiani Nasution; Pasaman Silaban; Nagian Toni. "The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City." Proceeding of the International Conference on Management, Entrepreneurship, and Business, vol. 3, no. 1, 2026.

Isna Asdiani Nasution; Pasaman Silaban; Nagian Toni. "The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City." Proceeding of the International Conference on Management, Entrepreneurship, and Business 3, no. 1 (2026).

Isna Asdiani Nasution, et al. (2026) 'The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City', Proceeding of the International Conference on Management, Entrepreneurship, and Business, 3(1). doi: 10.61132/icmeb.v3i1.381.

Isna Asdiani Nasution; Pasaman Silaban; Nagian Toni. The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City. Proceeding of the International Conference on Management, Entrepreneurship, and Business. 2026;3(1).

Artikel Terkait

The Role of Work Engagement in Mediating Organizational Support on Lecturer Performance

Indah Sari Liza Lubis; Wilson Bangun; Yusuf Ronny Eduard

Digital Invasion or Digital Empowerment? The Role of Work-Life Balance in the Relationship between Digital Leadership and Employee Engagement

Herlina Novita; Wilson Bangun; Elly Romy

Strengthening Institutional Resilience in Public Organizations: The Role of Dynamic Capabilities and Innovative Leadership in the Digital Era

Jholant Bringg Luck Amelia; Wilson Bangun; Sofiyan Sofiyan

Analysis of the Body Shop’s Green Marketing Mix Strategy: A Case Study on the Implementation of Bring Back Our Bottles and Refill Station Programs as a Sustainable Innovation

Nabila Fajrina; Andriyanto Andriyanto; Rabi'ah Adawiyah; Muhammad Firdaus Isfandi

Optimal Portfolio Analysis of Cross-Sector Stocks on the Indonesia Stock Exchange (IDX)

Abdillah Khakim; Dwi Eko Waluyo

Analysis of Fundamental Factors that Affect the Stock Performance of Mining Companies Listed on the Indonesia Stock Exchange

Tanaesya Suhendro; Herry Subagyo
Tren Sitasi Jurnal