AFFILIATION OR INNOVATION? A LITERATURE REVIEW ON YOUNG GENERATIONS' ECONOMIC PREFERENCES IN THE DIGITAL ERA
Keywords:
Digital Product Affiliation, Young Generation, Tiktok Affiliate, Digital Economy, Innovation, EnterpreneurshipAbstract
Digital transformation has influenced the economic behavior of the young generation, particularly through the rise of digital product affiliation programs such as TikTok Affiliate. This study aims to analyze the tendency of young people to prefer affiliation over building independent businesses and to examine its implications for innovation and entrepreneurship. Affiliation programs provide instant income, flexibility, and low financial risk, making them highly attractive to youth. However, this trend raises concerns that the motivation to build independent businesses and pursue innovation may decline, which in the long run can weaken the entrepreneurial ecosystem. While previous studies have examined digital affiliation and entrepreneurship separately, limited research directly compares youth preferences between these two paths. This paper contributes by highlighting how affiliation and entrepreneurship interact and what this means for future innovation. This study applies a literature review method by synthesizing ten peer-reviewed journals published between 2022 and 2025. The journals were purposively selected based on relevance, credibility, and recency. Data were analyzed descriptively and comparatively to identify motivations, perceptions, and potential impacts of affiliation trends. The analysis shows that ease of access, flexibility, and minimal capital strongly drive youth to engage in digital product affiliation. Independent entrepreneurship, on the other hand, is perceived as riskier, requiring more capital and long-term commitment. As a result, affiliation dominates youth economic activities, but with the consequence of reducing entrepreneurial spirit and innovation. Affiliation provides short-term economic opportunities but may weaken long-term innovation if not balanced with entrepreneurship education. Collaboration among educational institutions, digital platforms, and policymakers is needed to ensure that instant income opportunities align with efforts to foster creativity and innovation among the young generation.
References
Annisa, F.N., & Apriyana, N. (2025). Pengaruh Fitur TikTok Affiliate Terhadap Pembelian Impulsif Pada Produk Fast Fashion Jurnal Bisnis Mahasiswa 5(2):578–87. https://doi.org/10.60036/jbm.598
Brilianita, S., & Sulistyowati, R. (2023). Affiliate Marketing Terhadap Minat Beli Mahasiswa Di TikTok Shop. JPEKA: Jurnal Pendidikan Ekonomi, Manajemen Dan Keuangan 7(2):157–67. doi:10.26740/jpeka.v7n2.p157-167.
Haribowo, S. F., Wibowo, IG. J. F. S., Rahayu, W. P., & Winarno, A. (2025). Inovasi dan Kreativitas, Kunci dari Kesuksesan Kewirausahaan. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 4(2), 127–137. https://doi.org/10.58192/profit.v4i2.3207.
Jefry, & Lydiawati, S. (2023). Faktor-Faktor Yang Mempengaruhi Minat Berwirausaha Mahasiswa. Indicators : Journal of Economic and Business 2(1):217–23. doi:10.47729/indicators.v2i1.66.
Maghfiroh, N., & Abadi, M. D. (2025). Pengaruh Marketing TikTok Affiliate, Kualitas Viral Marketing Dan Harga Terhadap Minat Beli Konsumen TikTok Shop (Studi Kasus Pada Gen Z Pengguna TikTok di Lamongan). PARADOKS Jurnal Ilmu Ekonomi, 8(2), 1409–1420.
Nurvianti, R., & Hartiningtyas, L. (2023). Pengaruh Online Customer Review, Influencer dan Affiliate Marekting Pada Media Sosial TikTok Terhadap Minat Beli Produk Fashion Mahasiswa. Journal of Business, Management and Accounting, 5(1), 443–456.
Ruswandi, W., & Suciati, F. (2023). Menumbuhkembangkan Minat Wirausaha Generasi Muda Di Sukabumi Kota Melalui Kreatifitas Dan Penggunaan Media Sosial. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1), 770–781. https://doi.org/10.31955/mea.v7i1.29233.
Sugiyanto, E., Yunita, L., Sari, J. D., & Adelia, M. (2024). Pengaruh Variasi Produk Dan Insentif Penjualan Terhadap Peningkatan Affiliate Marketing TikTok Shop (Studi Pada Generasi Z Pengguna Tiktok Di Kab. Tangerang). Jurnal Manajemen Diversitas, 4(1), 13–21.
Syihab, B. H. (2025). Peran Penting Afiliasidan Influencer dalam Mengubah Perilaku Konsumen Untuk Pemasaran Produk Di Era Digital: Perspektif Tiktok. Jurnal Ekonomi Manajemen Dan Bisnis, 6(1), 34–41.
Winarti, A. L., & Wahyuningsih, Y. (2022). Membangun Jiwa Entrepreneurship Mahasiswa melalui Bisnis Teknologi Digital. Journal of Education, 5(1), 933–941.
Zaini, M., Miladiyah, S. J., & Salim, A. (2025). Eksplorasi Faktor Pendorong Mahasiswa untuk Terlibat dalam Aktivitas Ekonomi Berbasis Platform Digital (Gig Economy). Balance: Jurnal Akuntansi Dan Manajemen, 4(1), 322–331.
