I. ABSTRACT

TikTok has emerged as a dominant platform, captivating millions with its short-form videos and
creative content. A new breed has emerged among its diverse content creators: the Affiliate
TikTokers. Leveraging the power of their influential presence, these creators have tapped into the
affiliate marketing world, reshaping how products and services are promoted and bought online.
An increased number of people have experienced the "TikTok budo" deals and how they affect
consumers' buying behavior. If we look at how wide the platform and influence TikTok has, many
marketing ideas could come into play for TikTok Shop owners and TikTok influencers who could
be Affiliate Marketers for a particular brand. A Purposive sampling technique was used, which
gathered 243 college respondents, both male and female, ages 18-30 years old, with the courses of
BSBA, BSN, BSIT, BSCRIM, BEED, BSTM, BSHM, and BSAIS. This study utilized quantitative
research using the Likert scale. The survey questionnaire is in Google format to provide an easier
way to communicate with the respondents. The results shed light on the transformative role of
TikTok in shaping online communities and its implications for digital communication. Overall,
TikTok significantly influences consumer buying decisions due to its unique features and
widespread user engagement. This study examines the evolving landscape of affiliate marketing,
exploring its effectiveness in the digital era, primarily TikTok. Focusing on consumer buying
decisions, the research aims to fill existing gaps in the study. Through quantitative data analysis,
the study delves into the dimensions of affiliate marketing practices and the effects of TikTok. The
findings of the study contribute to a comprehensive understanding of affiliate marketing strategies,
providing insights for marketers in optimizing approaches and navigating considerations in the
marketing field.