ANALYSIS OF THE DETERMINANTS OF DECISIONS TO USE AFFILIATE MARKETING IN MICRO SMALL AND MEDIUM ENTERPRISES (MSMEs) SALES IN PONTIANAK MULTIPARTY WITH BABY BOOMER AND Y GENERATION AS MODERATING VARIABLE

Abstract

MSMEs continued to grow even during the pandemic.   In the use of technology and the application of affiliate marketing strategy in business, individuals will have different opinions. In terms, each generation has different perceptions. Therefore, this study examines the effect of perceived usefulness, observed, and social influence on decisions to use affiliate marketing with generation as the moderating variable. The research conducted was quantitative research and focused on the baby boomer and Y-generation MSME owners in Pontianak City. The results showed that perceived usefulness, observing, and social influence had an influence on the decisions to use affiliate marketing with baby boomers and Generation Y was able to moderate (strengthen) the perceived usefulness, observing, and social influence on the decisions to use affiliate marketing.

Abdat, F. A. (2020). Using UTAUT model to predict social media adoption among Indonesian SMEs. Saudi Journal of Economics and Finance, 4(10), 498-505. https://doi.org/10.36348/sjef.2020. v04i10.003

Abdelhady, M. H., Kamal, N. M., & Abd El Samie, H. (2020). Impact of affiliate marketing on customer loyalty.  Journal of the Faculty of Tourism and Hotels-University of Sadat City,  4(1/1).

Agustina, Y. (2021). Pengaruh Bauran Pemasaran Secara Online Terhadap Minat Beli Konsumen Pada Industri Kecil Menengah Tulungagung (Studi Kasus Elhijaaz Boutiqe Dan Craft Desa Tambakrejo Kecamatan Sumbergempol Kabupaten Tulungagung).

Agustini, M. Y. D. H., Athanasius, S. S., Retnawati, B. B., Perwito, A. H., & Anugraheni, D. T. (2021). Studi Implementasi Digital Marketing Pada Pengusaha di Semarang.  Jurnal Ekonomi, Manajemen Akuntansi dan Perpajakan (Jemap),  4(2), 288-303.

Al-Rahmi, W. M., Yahaya, N., Aldraiweesh, A. A., Alamri, M. M., Aljarboa, N. A., Alturki, U., & Aljeraiwi, A. A. (2019). Integrating technology acceptance model with innovation diffusion theory: An empirical investigation on students"™ intention to use E-learning systems.  Ieee Access,  7, 26797-26809.

Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Simintiras, A. C. (2016). Jordanian consumers"™ adoption of telebanking: Influence of perceived usefulness, trust and self-efficacy.  International Journal of Bank Marketing.

Alfin, A. (2021). Analisis strategi UMKM dalam menghadapi krisis di era pandemi COVID-19.  Jurnal Inovasi Penelitian,  1(8), 1543-1552.

Alfrian, G. R., and Pitaloka, E. (2020, November). Strategi Usaha Mikro, Kecil, dan Menengah (UMKM) bertahan pada kondisi pandemik covid 19 di Indonesia. In  Prosiding Seminar Nasional Terapan Riset Inovatif (SENTRINOV)  (Vol. 6, No. 2, pp. 139-146).

Alma, Buchari. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Andriyanti, E., & Farida, S. N. (2022, March). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, Dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia (Studi Pada Generasi Z Pengguna Tiktok Di Sidoarjo). in forbiswira forum bisnis dan kewirausahaan-sinta 4 (vol. 11, no. 2, pp. 228-241).

Angesti, N. K. D., Wahyuni, M. A., & Yasa, I. N. P. (2018). Pengaruh persepsi wajib pajak UMKM atas pemberlakuan peraturan pemerintah nomor 23 tahun 2018 dan pengetahuan perpajakan terhadap kepatuhan perpajakan.  jimat (jurnal ilmiah mahasiswa akuntansi) undiksha,  9(1).

Argitama, D. K., & Suryoko, S. (2020). Pengaruh E-Service Quality dan Promosi Penjualan Terhadap Keputusan Penggunaan Produk Gopay (Studi Pada Pengguna Aplikasi Gojek Di Kota Semarang).  Jurnal Ilmu Administrasi Bisnis,  9(1), 80-84.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Arsyillah, P. (2022).  Pengaruh Affiliate Marketing, Perceived Price Dan Lifestyle Terhadap Purchasing Decision Dengan Mental Accounting Sebagai Variable Moderasi (Studi Pada Masyarakat Di Kota Surabaya)  (Doctoral dissertation, Universitas Hayam Wuruk Perbanas Surabaya).

Ary, D., Jacobs, L. C., Irvine, C. K. S., & Walker, D. (2014).  Introduction to research in education. Cengage Learning.

Badan Pusat Satistik Indonesia, P. (2021). Hasil Sensus Penduduk 2020. BPS-Statistics: Indonesia.

Bencsik, A., Horváth-Csikós, G., & Juhász, T. (2016). Y and Z Generations at Workplaces. Journal of competitiveness, 8(3).

Bejtkovský, J. (2016). The current generations: The baby boomers, X, Y and Z in the context of human capital management of the 21st century in selected corporations in the Czech Republic. Littera scripta, 9(2), 25-45.

Center, K. I. (2020). Digitalisasi UMKM di Tengah Pandemi Covid-19.  Diambil kembali dari https://katadata. co. id/umkm.

Chasanah, U., & Setyaningsih, R. (2015). Analisis Pengaruh Keunggulan Relatif, Kesesuaian Produk, Kerumitan, Kemampuan Diujicobakan Dan Kemampuan Diamati Terhadap Proses Adopsi Inovasi.  Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen,  2(2), 155-164.

Chauhan, S., Mukhopadhyay, S., & Jaiswal, M. (2018). The adoption of mobile app for B2C transaction in platform marketplace: An empirical examination of key drivers.  Journal of Information Technology Case and Application Research,  20(1), 9-22.

Chemingui, H. (2013). Resistance, motivations, trust and intention to use mobile financial services.  International Journal of Bank Marketing.

Chong, A. Y. L. (2013). Mobile commerce usage activities: The roles of demographic and motivation variables. Technological forecasting and social change, 80(7), 1350-1359.

Cohen, L., Manion, L., & Morrison, K. (2018). Research methods in education (eight edition).  Abingdon, Oxon.

Creswell, J. W. (2012). Educational Research: planning, conducting and evaluating quantitative and qualitiative research 4th edition p.

Dahlan, D. (2017). Pengaruh Online Marketing, Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Penumpang Dan Dampaknya Pada Kepuasan Penumpang Xtrans Travel (Doctoral Dissertation, Fakultas Ekonomi Dan Bisnis Unpas).

Dan, P. E. I. F. E. Pengaruh Komunikasi Pemasaran Dan Affiliate Marketing Terhadap Peningkatan Volume Penjualan.

Delkamp, M. (2018). Affiliate marketing campaign with social media micro-influencers.

Dewi, S. K. (2022). The Effect of Entrepreneurship Learning and Adversity Intelligence on Students' Entrepreneurial Intentions. Outline Journal of Education, 1(1), 32-39.

Eggleston, K., Jensen, R., & Zeckhauser, R. (2002). Information and communication technologies, markets, and economic development.  The Global Information Technology Report 2001-2002: Readiness for the Networked World.

Fatoni, F., Pambudi, P. A., & Arohman, A. (2022). Analisis Percepton Gap Antara

                      Generasi X Dan Y Terhadap Digital Marketing.  Jurnal Ilmiah Ekonomi Manajemen,  13(1), 58-70.

Ghosal, D., Prasad, B., & Behera, M. (2020). Impact of Affiliate marketing on e-buying behavior of Millennial"“A TAM based Approach with Text Analysis.  Available at SSRN 3638929.

Guhr, N., Lou, T., Wiegard, R dan Breitner, M. 2013. Technology Readiness in Customers"™ Perception and Acceptance of Mobile Payment: An Empirical Study in Finland, Germany, the USA and Japan. 11th International Conference. Wirtschafts Informatik Proceedings. Jerman. 2013

Haq, Z. U. (2012). Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users.  International Journal of Research Studies in Management,  1(1), 127-137.

Hairuddin, M., Omar, N. A., & Osman, M. R. (2017). Determinants of e-commerce adoption among small and medium-sized enterprises (SMEs) in Malaysia: A conceptual paper. International Journal of Supply Chain Management, 6(3), 147-156

Hampton, K. N., Goulet, L. S., Rainie, L., & Purcell, K. (2011). Social networking sites and our lives (Vol. 1, pp. 1-85). Washington, DC: Pew Internet & American Life Project.

Hossain, M. A., Yesmin, M. N., Jahan, N., & Kim, M. (2021). Effects of service justice, quality, social influence and corporate image on service satisfaction and customer loyalty: moderating effect of bank ownership.  Sustainability,  13(13), 7404.

Irawati, G., Aryanto, A. D. R., Anggreni, M. N., Safitri, H., Sari, M., Mayuri, E., ... & Nurhadi, A. (2022). Penerapan Modul Kewirausahaan Dalam Strategi Pemasaran Untuk Meningkatkan Profitabilitas Pada Umkm P4s Rumah D"™bawang Di Kecamatan Seranau, Sampit. Profit: Jurnal Pengabdian Kepada Masyarakat, 2(1), 52-56.

Irfani, H., Yeni, F., & Wahyuni, R. (2020). Pemanfaatan Digital Marketing Sebagai Strategi Pemasaran Pada Ukm Dalam Menghadapi Era Industri 4.0.  JCES (Journal of Character Education Society),  3(3), 651-659.

Iskandar, A. (2017). Teknik analisis validitas konstruk dan reliabilitas instrument test dan non test dengan software LISREL.

Jurišová, V. (2013). Affiliate marketing in the context of online marketing. Review of Applied Socio-Economic Research Vol: 5 Issue: 1, 106, 111.

Kitchen, P. J., & Panopoulos, A. (2010). Online public relations: The adoption process and innovation challenge, a Greek example.  Public relations review,  36(3), 222-229.

Magdalena, N., Aprillia, A., & Setiawan, R. (2022). Evaluasi Kinerja Marketing Digital. Journal of Integrated System, 5(1), 99-106.

Magetsari, O. N. N., & Pratomo, L. A. (2019). Faktor-faktor yang memengaruhi purchase intention pada luxury restaurant.  J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia),  3(1), 25-41.

Mazurek, G., & Kucia, M. (2011). Potential of affiliate marketing. In  International Conference Management of Technological Changes  (Vol. 7, pp. 1-4).

Min, S., So, K. K. F., & Jeong, M. (2021). Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model. In  Future of Tourism Marketing  (pp. 2-15). Routledge

Muchardie, B. G., Gunawan, A., & Lestari, Y. (2021, August). Comparison of continuance intention in using E-wallet among Indonesian gen X, Y, and Z. In  2021 international conference on information management and technology (ICIMTech)  (Vol. 1, pp. 43-48). IEEE.

Muijs, D. (2004). Introduction to quantitative research.  Doing quantitative research in education with SPSS, 1-12.

Mun, P.Y., Khalid,   H   dan   Nadarajah,   D.   2017.     Millennials"™ Perception on Mobile Payment Services in Malaysia. Procedia Computer Science124.397"“404.

Nasrum, A. (2018). Uji normalitas data untuk penelitian.  Jayapangus Press Books, i-117.

Natarina, R. E., & Bangun, C. R. A. (2019). The Use of Affiliate Marketing in Improving Pegipegi Sales.  Jurnal The Messenger,  11(2), 157-167.

Nguyen, N., Cao, K., Dang, L., dan Nguyen A. 2016. Predicting Consumer

                      Intention to Use Mobile Payment Services: Empirical Evidence from Vietnam. International Journal of Marketing Studies; Vol. 8, No. 1.

Nuriana, D., Rizkiyah, I., Efendi, L., Wibowo, H., & Raharjo, S. T. (2019). Generasi baby boomers (lanjut usia) dalam menghadapi era revolusi industri 4.0. Focus: Jurnal Pekerjaan Sosial, 2(1), 32-46.

Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE.  International Journal of Innovation, Creativity and Change,  11(3), 310-324.

Oliveira, R. S. M. D. (2017). Understanding "Baby Boomers" and "Millennials" motivations to interact with brands on Social Media (Doctoral dissertation).

Patrick, Z., & Hee, O. C. (2021). Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture. Pertanika Journal of Social Sciences & Humanities, 29(2).

Pemerintah Indonesia. (2021). Peraturan Pemerintah Republik Indonesia Nomor 07 Tahun 2021 tentang Kemudahan, Pelindungan, dan Pemberdayaan Koperasi dan Usaha Mikro, Kecil, dan Menengah. 086507, 1"“121.

Peter, J. P., & Olson, J. C. (2008). Perilaku konsumen dan strategi pemasaran.Jakarta: Salemba Empat

Pithaloka, K. R. D., & Trenggana, A. F. M. (2021). Pengaruh Perceived Usefulness Dan Perceived Ease Of Use Terhadap Minat Penggunaan Mobile Banking Bri Di Indonesia (studi Kasus: Generasi Y Dan Generasi Z). eProceedings of Management, 8(3).

Purnamasari, P., Pramono, I. P., Haryatiningsih, R., Ismail, S. A., & Shafie, R. (2020). Technology acceptance model of financial technology in micro, small, and medium enterprises (MSME) in Indonesia.  The Journal of Asian Finance, Economics and Business,  7(10), 981-988.

Putra, Y. S. (2016). Theoritical review: Teori perbedaan generasi.  Among makarti,  9(2).

Rahman, F. (2022). Praktik Affiliate Marketing pada Platform E-commerce dalam Tinjauan Hukum Ekonomi Syariah. Istidlal: Jurnal Ekonomi dan Hukum

                      Islam, 6(1), 24-37.

Ramachandran, A. T., Ahmad, N., Miskon, S., Iahad, N. A., & Ali, N. M. (2019, September). Factors influencing the adoption of social media in service sector small and medium enterprises (SMEs). In  International Conference of Reliable Information and Communication Technology  (pp. 917-925). Springer, Cham.

Ramadhayanti, A. (2021). Pengaruh Komunikasi Pemasaran dan Affiliate Marketing terhadap Volume Penjualan.  Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen,  8(1), 94-103.

Retnowati, N. (2017). Pengaruh E-Wom (Electronic Word of Mouth) Pada Situs Social Commerce Terhadap Niat Beli Generasi X, Y, dan Z (Doctoral dissertation, Tesis. Surabaya: Institut Sepuluh November).

Rizki, H. D. (2019). Hubungan Kebutuhan Berafiliasi Dengan Intensi Membeli Kopi Di Kedai Kopi Pada Mahasiswa (Doctoral dissertation, Universitas Muhammadiyah Malang).

Rohaeni, H. (2016). Peranan promosi melalui personal selling terhadap volume penjualan. Jurnal Ecodemica Jurnal Ekonomi Manajemen dan Bisnis, 4(2), 223-231.

Saliman, S. N. (2018). Pengaruh Budaya Organisasi Dan Kompensasi Terhadap Kepuasan Kerja Dalam Meningkatkan Kinerja Karyawan (Studi Kasus Pada Generasi Baby Boomers, X, Y Dan Z). Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6).

Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh digital marketing, word of mouth, dan kualitas pelayanan terhadap keputusan pembelian.  E-Jurnal Manajemen Universitas Udayana,  9(7), 2596.

Santosa, A. D., Taufik, N., Prabowo, F. H. E., & Rahmawati, M. (2021). Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2. Journal of Financial Services Marketing, 26(4), 259-273.

Schiffman, L. G., & Kanuk, L. L. (2013). Consumer Behavior (8th editio). Nrw Jersey: Prentice Hall.

SE, W. W., Sudrartono, T., & aliansi Zahra, I. (2021). Menumbuhkan Minat Usaha Melalui Afiliate Marketing Bagi Generasi Z Dalam Peningkatan Ekonomi Masyarakat. Prosiding Sembadha, 2, 296-300.

Sedyastuti, K. (2018). Analisis pemberdayaan UMKM dan peningkatan daya saing

                                              dalam kancah pasar global. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 2(1), 117-127.

Shanmugam, J. K. (2021). The Impact of Perceived Characteristic on Technology Adoption Among Manufacturing Small and Medium Enterprises in Malaysia.  Journal of Academia,  9(2), 40-55.

Shofiana, A. (2020). Implementasi Program Afiliasi Berbasis Virtual Team Dalam Umkm Sebagai Upaya Peningkatan Perekonomian Pada Masa Pandemi Covid-19 (Implementation of Virtual Team-Based Affiliation Programs in Msmes As Efforts For Increasing The Economy In The Covid-19 Pandemic Period).  Available at SSRN 3590822.

Siagian, A. O. (2021). Leadership Di Era Digital.  Leadership Di Era Digital, 1.

Slootweg, E., & Rowson, B. (2018). My generation: A review of marketing strategies on different age groups.  Research in Hospitality Management,  8(2), 85-92.

Statistik, B. P. (2018). Statistik Kesejahteraan Rakyat Indonesia 2018. Jakarta: BPS.

Statistik, B. P. (2019). Statistik Kesejahteraan Rakyat Indonesia 2019. Jakarta: BPS

Statistik, B. P. (2020). Statistik Kesejahteraan Rakyat Indonesia 2020. Jakarta: BPS

Statistik, B. P. (2021). Statistik Kesejahteraan Rakyat Indonesia 2021. Jakarta: BPS

Statistik, B. P. (2022). Statistik Kesejahteraan Rakyat Indonesia 2022. Jakarta: BPS

Sudianti, M. Y., & Millanyani, H. (2021). Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Putri Duyung Resort (survei Pada Generasi Milenial). eProceedings of Management, 8(4).

Sudrartono, T., & Aliansi Zahra, I. (2021). Menumbuhkan Minat Usaha Melalui Afiliate Marketing Bagi Generasi Z Dalam Peningkatan Ekonomi Masyarakat. Prosiding Sembadha, 2, 378-382.

Sugangga, M. (2022, July). Generasi Z dan Industri 4.0: Studi Perilaku Pelaku dan Konsumen Pasar Tradisional Masa Kini (Studi Pelaku UMKM Kota Malang). In  Seminar Nasional Riset Ekonomi dan Bisnis  (Vol. 1, No. 1).

Sugiyono, D. (2010). Metode penelitian pendidikan pendekatan kuantitatif,

                      kualitatif dan R&D.

Sugiyono, D. (2012). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.

Sugiyono, D. (2015). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.

Sugiyono. (2017). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D

Sukestiyarno, Y. L., & Agoestanto, A. (2017). Batasan prasyarat uji normalitas dan uji homogenitas pada model regresi linear.  Unnes Journal of Mathematics,  6(2), 168-177.

Sulistyowati, A. R. Komparasi Koefisien Korelasi Nilai Tukar Petani Menggunakan Koefisien Korelasi Pearson, Spearman-Rho, Dan Kendall-Tau.

Sumantri, H. E., Darmawan, C., Ip, S., & Saefulloh, S. P. (2014). Generasi dan Generasi Muda.  Tangerang Selatan: Universitas Terbuka.

Surya, B., Menne, F., Sabhan, H., Suriani, S., Abubakar, H., & Idris, M. (2021). Economic growth, increasing productivity of SMEs, and open innovation.  Journal of Open Innovation: Technology, Market, and Complexity,  7(1), 20.

Taqiyya, R., & Riyanto, S. (2020). Strategi Pemanfaatan Media Sosial Facebook Dan Whatsapp Untuk Memperluas Jaringan Pemasaran Digital Benih Sayuran Oleh Wafipreneur Di Masa Pandemi Covid-19.  Syntax Idea,  2(10), 813-826.

Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2018). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention.  International Journal of Sports Marketing and Sponsorship.

The Effects of Perceived Usefulness and Perceived Ease of Use on .... https://www.semanticscholar.org/paper/The-Effects-of-Perceived-Usefulness-and-Perceived-Hamid-Razak/24063bb6112cddd7370cd66dc4aa2e4451d60cbb/figure/2

Tjokrosaputro, M., & Cokki, C. (2020). The Role of Social Influence Towards Purchase Intention with Value Perception as Mediator: A Study on Starbucks Coffee as an Environmentally Friendly Product. In  8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019)  (pp. 183-189). Atlantis Press.

Venter, E. (2017). Bridging the communication gap between Generation Y and the Baby Boomer generation. International journal of Adolescence and Youth, 22(4), 497-507.

Warmayana, I. G. A. K. (2018). Pemanfaatan digital marketing dalam promosi pariwisata pada era industri 4.0.  Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya,  3(2), 81-92.

Wicaksono, Q.  Pengaruh Shopee Affiliates Program terhadap Minat Beli dan Keputusan Pembelian  (Doctoral dissertation, IPB University).

Wijaya, A. (2021, February). Analisis Strategi Pemasaran UMKM Dimasa Pandemi Melalui Fitur TopAds Pada e-Commerce. In  SANDI: Seminar Nasional Desain  (Vol. 1, pp. 234-241).

Wijayanti, S. K. (2021). Minat Belanja Produk Fashion Secara Online: Perbedaan Antara Generasi X, Y Dan Z.  Gerbang Etam,  15(2), 29-40.

Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior.  Ecological economics,  134, 114-122