Generation Z Affiliate Scheme Analysis on TikTok: An Information Management Approach

Abstrak

Background of the study: An affiliate scheme is a marketing technique that is done digitally. This marketing technique allows a seller to market their products through a third party called an affiliate. Affiliate schemes generally occur on social media. Among other social media, TikTok in Indonesia has the second largest number of users after America, with 126.83 million users. This makes TikTok a place for affiliates to take action.

Purpose: The aim of this research is to analyze the affiliate schemes that occur on TikTok by generation z, by observing and approaching existing rules in information management, as well as changes that occur after the emergence of affiliate schemes.

Method: The research method used in writing this article is descriptive qualitative analysis with data collection conducted through document studies and interviews with students.

Findings: The results showed that affiliate schemes have influenced product purchasing decisions, which are based on a person's cognitive ability to manage the information that has been obtained.

Conclusion: The conclusion of this research is that affiliate schemes are connected with information management in influencing buyer decisions and can potentially lead to impulsive behavior in buying products. This is shown by the informants having views in processing information, including capturing, storing and disseminating/ spreading information.