Rahmadania, Adzimatinoor Nabila (2025) ANALYSIS OF AFFILIATE MARKETING, VIDEO MARKETING, AND HALAL BRAND AWARENESS FACTORS IN INFLUENCING CONSUMER DECISIONS IN PURCHASING IMPLORA PRODUCTS. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Effective marketing strategies are key to maintaining competitiveness with the development of e-commerce and the increasingly competitive cosmetics business. In the realm of e-commerce, various tactical and planned marketing tools are used to achieve a response from customers, including affiliate marketing, video marketing, and halal brand awareness is a common strategy used by marketers to introduce products to consumers, allowing them to see product descriptions or specifications according to their individual needs. This study aims to analyze the factors of affiliate marketing, video marketing, and halal brand awareness in influencing consumer decisions in purchasing Implora products. This research uses quantitative data with a purposive sampling method, involving 122 respondents using Implora products. Data collection was carried out through distributing questionnaires, observations, and surveys. The data collected was analyzed using SPSS software version 25. Data processing using multiple linear regression and T-test. Based on the results of the partial t-test, the affiliate marketing variable (X1) has a tcount> ttabel of 2.497> 1.980, indicating that affiliate marketing has a positive and significant effect on consumer decisions in purchasing (Y). while halal brand awareness (X3). The video marketing variable (X2) has a tcount> ttabel of -2.677> 1.980 indicating that video marketing has a negative and significant effect on consumer decisions in purchasing (Y). while halal brand awareness (X3) has a tcount> ttabel of 3.381> 1.980 indicating that halal brand awareness has a positive and significant effect on consumer decisions in purchasing (Y), especially in the Indonesian market where the majority of the population is Muslim. Aspects of halal awareness that include knowledge, hygiene, and product safety drive consumer decisions in purchasing Implora products. These findings provide a more effective marketing strategy to expand market share and increase the competitiveness of Implora products in the cosmetics industry. Keywords: Affiliate Marketing, Halal Brand Awareness, Implora Products, Purchase Decision, Video Marketing.

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