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All Journal International Journal of Management Science and Information Technology (IJMSIT) Jurnal Manajemen Perbankan Keuangan Nitro
Hendriawan Patadungan
Universitas Kurnia Jaya Persada
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Influence of Digital Marketing Strategies on Customer Loyalty in the Tiktok E-Commerce Industry Yayuk Pratiwi Seran; Ririn Ayuandira; Hendriawan Patadungan; Rima Yanti; Asti Asti
International Journal of Management Science and Information Technology Vol. 5 No. 2 (2025): July - December 2025
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i2.4642

Abstract

This study aims to examine digital marketing strategies on customer loyalty in the e-commerce platform TikTok. The population of this study was all TikTok users aged 18–25, and according to Heir, the sample size was a minimum of 200. This study used a quantitative approach with primary data collected through an online questionnaire. Data analysis techniques included instrument testing, simple linear regression, and hypothesis testing, analyzed using SPSS 26. The t-test results indicated that digital marketing strategies had a positive and significant impact on customer loyalty. In Indonesia, TikTok has become one of the most popular social media platforms, with high penetration among the younger generation.
PENGARUH JOB HUNGGING TERHADAP KERJA MILINEAL DAN GEN Z PADA PT. HAS INTERNASIONAL: PENGARUH JOB HUNGGING TERHADAP KERJA MILINEAL DAN GEN Z PADA PT. HAS INTERNASIONAL Hendriawan Patadungan; Nur Fadhilah Safrillah; Fitriana Umar; Rima Yanti
Jurnal Manajemen Perbankan Keuangan Nitro Vol. 9 No. 1 (2026): Volume for National Collaboration
Publisher : LP2M IBK Nitro

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Abstract

This study aims to analyze the effect of job hugging on the job performance of Millennial and Generation Z employees at PT. HAS International. Job hugging refers to a condition in which employees remain in their jobs primarily due to job security and fear of losing employment, despite declining motivation and engagement. This research employed a quantitative approach using a survey method. The sample consisted of 30 respondents selected through a saturated sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using simple linear regression and t-test analysis. The results indicate that job hugging has a negative and significant effect on employee job performance. Higher levels of job hugging are associated with lower job performance. These findings highlight the importance of managerial efforts to create a supportive work environment that enhances employee engagement and career development, particularly for Millennial and Generation Z employees. Keywords: Job hugging, Job performance, Millennials, Generation Z.
Co-Authors Asti Asti Fitriana Umar Nur Fadhilah Safrillah Rima Yanti Rima Yanti Ririn Ayuandira Yayuk Pratiwi Seran