Pengaruh Dampak Affiliate Marketing terhadap Peningkatan Penjualan dengan E-Commerce sebagai Variabel Moderasi pada UMKM di Kabupaten Bireuen
DOI:
https://doi.org/10.61132/jutrabidi.v3i5.1708Keywords:
Affiliate Marketing, Bireuen Regency, E-Commerce, MSMEs, Sales GrowthAbstract
This empirical investigation evaluates the direct impact of affiliate marketing on sales growth among MSMEs in Bireuen Regency, while simultaneously examining the moderating role of e-commerce platforms. A quantitative research framework utilizing Structural Equation Modeling Partial Least Squares (SEM-PLS) via WarpPLS 7.0 was deployed. The study surveyed 96 MSME business owners selected through purposive sampling techniques. Direct effect estimations confirm that affiliate marketing exerts a positive and statistically significant influence on sales growth (β=0.239, p=0.001). Concurrently, e-commerce adoption demonstrates a strong, direct positive contribution to sales expansion (β=0.658, p<0.001). However, moderating interaction analysis reveals that e-commerce does not moderate the relationship between affiliate marketing and sales growth (β=-0.036, p=0.360), classifying e-commerce as a predictor moderator rather than an interaction moderator. The structural model accounts for a high proportion of variance in sales growth, evidenced by a coefficient of determination (R²=0.809), indicating that 80.9% of sales variance is explained by the joint effects of affiliate marketing and e-commerce platforms.
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