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All Journal Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora
Nauval Salsabil
Universitas Al-Irsyad Cilacap, Indonesia
Religion Humanities Education Other

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Pengaruh Strategi Promosi Melalui Tiktok Terhadap Loyalitas Pelanggan Pada Nirabeforenine Nauval Salsabil; Fajar Nurwibowo; Zulfikar Yusya
Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora Vol. 4 No. 1 (2026): Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora
Publisher : LPPM Sekolah Tinggi Agama Islam (STAI) Al- Kifayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53398/alamin.v4i1.881

Abstract

This study investigates the relationship between TikTok content quality, brand image, and customer engagement on customer loyalty at Nirabeforenine, a local coffee shop. A quantitative cross-sectional survey involved 112 respondents selected through purposive sampling, all of whom had purchased products, recognized the TikTok account, and viewed its promotional content. Data were analyzed using multiple linear regression in SPSS 26. Partial testing showed significance values of 0.015 for TikTok content quality, <0.001 for brand image, and 0.032 for customer engagement. The combined model was also significant with an F-statistic of 346.450 and an R-squared of 0.917. The findings demonstrate that in this sample, loyalty is strongly associated with content standards, brand evaluations, and continuity of interaction. The research contributes empirical evidence on digital marketing for local coffee shops, but its external validity is limited due to the cross-sectional design, non-probability sampling, and focus on a single coffee shop. The implications suggest that while TikTok promotion is valuable, it should be integrated with a strong brand strategy and authentic customer engagement to foster loyalty, as digital metrics alone do not guarantee repeat purchases
Co-Authors Fajar Nurwibowo Zulfikar Yusya