THE EFFECT OF GMV AND COMMISSION ON PROFIT PER CAMPAIGN ON AFFILIATE PROGRAM IN E-COMMERCE: A Case Study “Amaterasun” Products at Beaute Haul Indonesia

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Syifa Annisa, Nazwa (2025) THE EFFECT OF GMV AND COMMISSION ON PROFIT PER CAMPAIGN ON AFFILIATE PROGRAM IN E-COMMERCE: A Case Study “Amaterasun” Products at Beaute Haul Indonesia. Undergraduate thesis, Institut IPMI.

[img] Text
Nazwa Syifa Annisa.docx - Nazwa Syifa Annisa.pdf
Download (1MB)

Abstract

Affiliate marketing has become a critical strategy in Indonesia’s rapidly expanding beauty e-commerce sector, where digital platforms and influencer-driven promotions play a central role in shaping consumer purchasing behavior. Nevertheless, the relationship between sales growth achieved through affiliate campaigns and actual profitability remains complex, as high Gross Merchandise Value (GMV) does not always guarantee higher profits due to commission structures and platform-related costs. This study examines Amaterasun, a local skincare brand specializing in sunscreen products, to evaluate the impact of affiliate marketing strategies on profit per campaign compared with other beauty brands in the Indonesian market.The primary objective of this research is to analyze the effects of GMV and commission rates on profit per campaign, while also assessing the moderating roles of influencer size and platform selection. A quantitative approach was employed, drawing on 271 campaign data points from Amaterasun’s affiliate programs on Shopee and TikTok between February and April 2025. Moderation analysis was applied to test the direct and interaction effects of the variables.The findings reveal that GMV has a positive effect on profit per campaign, whereas higher commission rates reduce profitability. Furthermore, influencer size strengthens the positive impact of GMV, indicating that larger influencers contribute to better campaign outcomes. Platform analysis shows that Shopee and TikTok produce distinct results, reflecting the importance of channel-specific strategies.Overall, the study suggests that while affiliate marketing effectively drives brand visibility and sales, sustainable profitability requires careful management of commission structures, strategic influencer partnerships, and alignment of campaign goals with platform characteristics. Keywords: Affiliate Marketing, E-Commerce, Profitability, Commission, Influencer Marketing

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 07:42
Last Modified: 17 Dec 2025 07:42
URI: http://repository.ipmi.ac.id/id/eprint/2910

Actions (login required)

View Item View Item