Pengaruh Affiliate Marketing dan Persepsi Harga Terhadap Minat Beli Produk Pada Platform TikTok Shop Pada Pengguna Aktif Generasi Z di Jakarta

Advances in digital technology have driven the growth of e-commerce and social commerce in Indonesia, particularly through TikTok Shop, which utilizes affiliate marketing to attract consumer purchase intention, especially Generation Z, who dominate the platform's active users. Price perception is also important, as it reflects the suitability between the price paid and the product's benefits and quality. This study aims to determine the influence of affiliate marketing and price perception, both partially and simultaneously, on purchase intention for products on the TikTok Shop platform among active Generation Z users in Jakarta. This research uses a quantitative approach with non-probability sampling through purposive sampling of 96 respondents who met the sample criteria. Data were collected through an online Likert-scale questionnaire, then analyzed using data quality tests, classical assumption tests, multiple linear regression, hypothesis testing, and coefficient of determination tests using IBM SPSS version 24. The results show that affiliate marketing has a positive and significant effect on purchase intention (t-count 5.214 > t-table 1.985). Price perception also has a positive and significant effect (t-count 4.988 > t-table 1.985). Simultaneously, both variables significantly affect purchase intention, with an F-count of 178.686 > F-table 3.09 and a coefficient of determination of 79.4%.