Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Mahasiswa Entrepreneur
Della Arum Aufa
Universitas Abdurachman Saleh Situbondo
Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH TREND FASHION, PRICE, CUSTOMER EXPERIENCE, PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY DAN PURCHASE DECISION SEBAGAI VARIABEL INTERVENING FITUR TIKTOK LIVE STREAMING MURMER STORE DI SITUBONDO Della Arum Aufa; Minullah Minullah; Ediyanto Ediyanto
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 6 (2026): JUNI 2026
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i6.9162

Abstract

The fashion industry is a rapidly growing business sector, driven by advances in digital technology and the increasing use of social media as a marketing tool. The TikTok Live Streaming feature provides an interactive shopping experience, potentially influencing purchasing decisions and customer loyalty. This study aims to analyze the influence of fashion trends, price, customer experience, and product quality on customer loyalty, with purchase decisions as an intervening variable, in the TikTok Live Streaming Feature at the Murmer Store in Situbondo. This study used a quantitative approach and a Non-Probability Sampling technique through the Accidental Sampling method. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 3.0. The results show that fashion trends, price, customer experience, and product quality have a positive and significant effect on purchase decisions. Furthermore, fashion trends, customer experience, product quality, and purchase decisions have a positive and significant effect on customer loyalty, while price has a positive but insignificant effect on customer loyalty. Purchase decisions mediate the effects of fashion trends, customer experience, and product quality on customer loyalty, but do not mediate the effect of price on customer loyalty.
Co-Authors Ediyanto Ediyanto minullah minullah