From Scroll to Purchase: Influencing Tourist Travel Purchase on Travel E-Commerce

This study aims to examine the influence of Social Media Marketing, Affiliate marketer, and Visual Content on product purchasing decisions at Travel E-Commerce among users in Denpasar. The method used in this study is a quantitative method with a survey approach using an online questionnaire distributed to 96 user respondents in Denpasar. Data collection was conducted by using a Likert scale to measure respondents' perceptions of the influence of the three variables on purchasing decisions. The data analysis technique used was multiple linear regression, with validity, reliability, and classical assumption tests to ensure valid results. The results of the study show that Social Media Marketing, Affiliate marketer, and Visual Content have a significant effect on purchasing decisions.