Analisis Program Affiliate Marketing Terhadap Niat Membangun Karir Digital Pada Gen Z (Studi Kasus SMK Negeri 1 Cilacap)
DOI:
https://doi.org/10.53398/alamin.v3i2.770Keywords:
Affiliate Marketing, Digital Career, Generation Z, Social Influence, TAMAbstract
The digital economy era offers vast opportunities for Generation Z to establish careers, particularly through affiliate marketing on platforms like TikTok and Shopee. However, the extent to which vocational students adopt this program as a professional career path requires further examination. This study aims to evaluate the impact of perceived ease of use, perceived usefulness, and social influence on students' intentions to pursue a digital career via affiliate marketing. Employing a quantitative approach, the study surveyed 120 students majoring in Retail Marketing and Digital Business at SMK Negeri 1 Cilacap, selected through a census method (total sampling). Data were processed using multiple linear regression analysis. The findings reveal that, partially, technical aspects (ease of use) and economic benefits (usefulness) do not significantly impact usage intention. Conversely, social influence emerges as the dominant factor, positively and significantly shaping student intention. Simultaneously, these three variables contribute 42.5% to the intention to use affiliate marketing. These results underscore the urgency of community-based approaches and social proof in school entrepreneurship education. The study implies that schools should strengthen digital entrepreneurship programs through peer mentoring, collaborative learning communities, and digital role models to foster students’ interest in pursuing digital careers
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