Peran E-WOM dalam Memoderasi Affiliate Marketing terhadap E-Impulse Buying Produk Fashion di Tiktok Shop: Temuan pada Gen Z di Kota Bandung

Abstract. With the rapid development of digital technology, the TikTok platform now functions not only as a social media platform but also as a space for online shopping that can encourage impulsive purchases. This study focuses on understanding the nature of affiliate marketing, e-impulse buying, and E-WOM for fashion products on the TikTok platform, particularly TikTok Shop, then determining the influence of affiliate marketing on e-impulse buying, as well as the extent to which E-WOM moderates the influence of affiliate marketing on e-impulse buying of fashion products on TikTok Shop. This study uses a quantitative approach with purposive sampling techniques, where data is obtained through the distribution of questionnaires to 180 Gen Z respondents in Bandung who have purchased fashion products on TikTok Shop. The data is analysed using PLS-SEM with the SmartPLS 4 tool. The results show that affiliate marketing has a positive and significant effect on e-impulse buying. Furthermore, E-WOM is able to moderate the influence of affiliate marketing on e-impulse buying. These findings indicate that through creator promotions, consumers can more easily find products and create emotional stimulus that triggers impulsive purchases on TikTok Shop, especially among Gen Z. Abstrak. Seiring pesatnya perkembangan digital, platform TikTok kini tidak hanya berfungsi sebagai platform media sosial saja tetapi sebagai ruang untuk belanja online yang dapat mendorong pembelian secara impulsif. Fokus dalam penelitian ini untuk mengetahui bagaimana gambaran affiliate marketing, e-impulse buying, dan E-WOM pada produk fashion di platform TikTok khususnya TikTok Shop, kemudian mengetahui pengaruh affiliate marketing terhadap e-impulse buying, serta seberapa besar peran E-WOM dalam memoderasi affiliate marketing terhadap e-impulse buying produk fashion di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, dimana data diperoleh melalui penyebaran kuesioner kepada 180 responden Gen Z di Kota Bandung yang telah melakukan pembelian produk fashion di TikTok Shop. Data dianalisis menggunakan PLS-SEM dengan tool SmartPLS 4. Hasil penelitian menunjukkan bahwa affiliate marketing berpengaruh secara positif dan signifikan terhadap e-impulse buying. Selanjutnya, E-WOM mampu memoderasi pengaruh affiliate marketing terhadap e-impulse buying. Temuan ini menunjukkan bahwa dengan melalui promosi kreator dapat memudahkan konsumen dalam menemukan produk serta menciptakan rangsangan emosional yang memicu pembelian secara impulsif di TikTok Shop, terutama pada Gen Z.