The Influence of GMV Max Advertising and Affiliate Marketing Through Store Traffic on Business Sustainability Among Hijab Fashion MSMEs on the TikTok Shop Platform
Keywords:
GMV Max Advertising, Affiliate Marketing, Store Traffic, Business Sustainability, TikTok ShopAbstract
Introduction/Main Objectives: This study aims to analyze the influence of GMV Max Advertising and Affiliate Marketing on the business sustainability of hijab fashion MSMEs operating on TikTok Shop. The increasing reliance of MSMEs on social e-commerce, combined with the dynamic nature of platform algorithms, underscores the need for businesses to understand the effectiveness of digital marketing strategies in maintaining long-term sustainability.
Background Problems: This research addresses the question: “Do GMV Max Advertising and Affiliate Marketing affect Business Sustainability, either directly or through Store Traffic as a mediating variable?”
Novelty: The novelty of this study lies in examining two distinct marketing strategies—algorithm-driven advertising and creator-driven promotion—within a single structural model directed toward business sustainability. Prior studies have typically focused on advertising or influencer effectiveness separately and have not explored the mediating role of store traffic in the context of hijab fashion MSMEs on TikTok Shop.
Research Methods: This study employs an explanatory quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). A total of 100 respondents, consisting of buyers and MSME operators in the hijab fashion category on TikTok Shop, were surveyed. Four latent constructs with 16 indicators were analyzed to evaluate direct effects, indirect effects, and the mediating role of store traffic.
Finding/Results: The results reveal that GMV Max Advertising does not significantly influence store traffic or business sustainability. In contrast, Affiliate Marketing has a significant effect on both variables. Store traffic also significantly contributes to business sustainability and partially mediates the relationship between Affiliate Marketing and sustainability outcomes.
Conclusion: The study concludes that creator-driven marketing strategies are more effective than automated advertising in fostering business sustainability among hijab fashion MSMEs on TikTok Shop. These findings highlight the importance of organic exposure, consumer trust, and creator credibility in sustaining MSME performance within social commerce platforms.
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