How Affiliate Marketing Impacts Buying Behavior in E-Commerce

One of the major problems in affiliate marketing is trust issues and product quality. Thus, this research seeks to investigate the implications of affiliate marketing on consumer buying preferences within e-commerce, emphasizing the roles of price, product quality, and brand image. We conducted this research with purposive sampling and got 392 respondents. we applied a Partial Least Square Structural Equation Model (PLS-SEM) to examine the relationship between affiliate marketing and consumer buying behavior in e-commerce. By analyzing product quality, perceived price, and brand image, we explored their direct and mediated effects on buying intentions through affiliate marketing efforts. The research found that affiliate marketing plays a crucial role in making the price of a product more appealing to customers, which in turn, can increase their willingness to buy. However, product quality and brand image directly affect the customers buying intention, regardless of affiliate marketing efforts. Our research supports that the price and how they are marketed through affiliate marketing significantly affect customer buying intention. The implication shows that combining innovative pricing strategies with effective affiliate marketing can make products more attractive to potential buyers. Affiliate marketing not only helps in selling products but also in building trust with customers, especially when they are unsure about making a purchase.