Influence of TikTok affiliate video marketing strategies on Millennials’ purchase intention

This research investigated the Influence of TikTok Affiliate Video Marketing Strategies on Millennials’ Purchase Intention in Calapan City, addressing a gap in the literature that primarily focuses on Generation Z consumers in rural areas. The study’s primary objective was to examine the influence of five key indicators– Perceived Usefulness, Trust, Promotion, Consumer Feedback, and Social Impact on the purchasing intentions of 384 millennials aged 25-34 in the suburban setting of Calapan City, Oriental Mindoro. Employing a quantitative, descriptive correlational design, the researcher collected data from Millennials in the specified location. The Pearson correlation coefficient was used to determine the relationship between the independent variable, TikTok affiliate video marketing strategies, and the dependent variable, Millennials’ purchase intention. The results confirmed a statistically significant and positive relationship between the independent variable and such indicators, including Perceived Usefulness, Trust, Promotion, Feedback, and Social Impact, and Millennials’ purchase intention, leading to the rejection of the null hypothesis. Specifically, the overall mean score indicated a very high intention among the surveyed Millennials to purchase products promoted through TikTok affiliates. Among the tested indicators, Social Impact and Consumer Feedback emerged as the strongest indicators, showing a moderate correlation and the most substantial role in driving purchase intent. The remaining indicators, such as Perceived Usefulness, Trust, and Promotion showed a low, though still significant, degree of correlation. These findings suggest that Millennials’ purchasing behavior in this provincial setting is heavily influenced by social validation and peer-driven engagement within the platform. The study provides valuable insights for businesses and content creators on how to refine their digital marketing and affiliate strategies to effectively engage in this consumer segment.