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All Journal International Journal of Management Science and Information Technology (IJMSIT)
Rima Yanti
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.
Co-Authors Asti Asti Hendriawan Patadungan Ririn Ayuandira Yayuk Pratiwi Seran