THE EFFECT OF AFFILIATE PROGRAM IN SOCIAL MEDIA ON THE BUYING DECISION PROCESS THROUGH TRUST IN CUSTOMER SHOPEE IN THE COVID-19 PANDEMIC ERA (Case Study in Bandung)

Abstract

Nowadays, every individual must be prepared to face a cultural shift where every fulfillment of needs must go hand in hand with technological developments. This is an opportunity for most E-commerce to present the market in the form of buying and selling products online. E- commerce includes all processes of developing, marketing, selling, shipping, servicing, and paying customers, with the support of a wider network of business partners. Currently the world is in the midst of a COVID-19 pandemic. This research was conducted to find out whether affiliate programs on social media can influence trust and the purchasing decision process on customers in this era of the covid pandemic. This study uses a case study research method with a qualitative approach, because the problem requires qualitative observation, while the analytical tool used is SPSS with shopee users as respondents in Bandung. The results of this study state that the affiliate program in social media can positively and significantly affect the buying decision process variable through trust.