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All Journal JURNAL MANAJEMEN MOTIVASI
Mustika Aryanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Brand Love and Customer Satisfaction on Customer Loyalty for Nyai Mercon Products on TikTok with E-WOM as a Moderating Mustika Aryanti; Arif, Nina Fapari
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8494

Abstract

This research examines the impact of brand love and customer satisfaction on customer loyalty toward Nyai Mercon products on TikTok, with e-WOM serving as a moderating factor. Data were collected from 187 customers who purchased through TikTok Shop using purposive sampling. Analysis using SmartPLS 4.0 with the SEM-PLS method revealed that both brand love and customer satisfaction have a significant impact on loyalty. E-WOM moderates the relationship between brand love and loyalty, but does not moderate the satisfaction–loyalty link. These results highlight the importance of emotional engagement, customer satisfaction, and active online interaction in enhancing the competitiveness of SMEs.
Co-Authors Arif, Nina Fapari