Pengaruh Penggunaan Fitur Tiktok Promote dan Konten Video terhadap Peningkatan Gross Merchandise Value (GMV) pada Afiliasi Baru di Kecamatan Muara Batu Kabupaten Aceh Utara
DOI:
https://doi.org/10.35870/jemsi.v12i5.6947Keywords:
TikTok Promote, Video Content, GMV Growth, Affiliate, Digital EconomyAbstract
This study aims to analyze the effect of TikTok Promote and video content quality on the increase of Gross Merchandise Value (GMV) among new affiliates in Muara Batu District, North Aceh Regency. This research employed a quantitative approach with an explanatory design. The sample consisted of 146 respondents selected using purposive sampling. Primary data were collected through structured questionnaires, while secondary data were obtained from TikTok Shop performance dashboard documentation. Data were analyzed using multiple linear regression. The results show that TikTok Promote and Video Content partially have a positive and significant effect on the increase of GMV, with a significance value of 0.000. The Video Content variable has a more dominant effect, with a regression coefficient of 0.248, compared to TikTok Promote with a coefficient of 0.129. Simultaneously, both variables provide a very strong contribution to the increase of GMV. This study concludes that the success of new affiliates in TikTok Shop is strongly determined by the combination of paid promotion strategies and effective video content quality.
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