This study aims to evaluate the relationship between affiliate marketing and celebrity endorse on purchasing decisions at TikTok Shop among Generation Z in Boyolali. This research is motivated by the increasing use of TikTok as a popular online shopping medium among Gen Z, as well as the development of digital marketing strategies through affiliates and public figures. The population in this study includes Gen Z in Boyolali who have made purchases at TikTok Shop. A sample of 100 respondents was obtained through the Slovin formula calculation. This study uses a quantitative method, with an online questionnaire distributed through Google Forms. Data analysis was conducted using the SmartPLS 3.0 application to test the relationship between variables. The results of this study indicate a positive and significant relationship between affiliate marketing and celebrity endorse on purchasing decisions. This finding provides a theoretical contribution to strengthening the Theory of Planned Behavior in the context of digital marketing, as well as suggesting strategies for business actors in developing more effective promotions at TikTok Shop.
