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Fatmawati, Elia Resha
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Customer Loyalty Generasi Z dalam TikTok Shop: Peran Trust, Risk Perception, dan Satisfaction Fatmawati, Elia Resha; Ulfa, Adilla Kustya
Balance : Jurnal Akuntansi dan Manajemen Vol. 5 No. 1 (2026): April 2026
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v5i1.1315

Abstract

Penelitian ini mengkaji alasan di balik loyalitas Generasi Z saat berbelanja di TikTok Shop, khususnya di Kota Semarang. Dengan melibatkan 100 responden, studi ini menguji bagaimana rasa percaya (Customer Trust) dan kekhawatiran akan risiko (Risk Perception) memengaruhi loyalitas (Customer Loyalty) melalui rasa puas (Customer Satisfaction). Hasil penelitian menunjukkan bahwa rasa percaya merupakan kunci utama yang secara langsung membuat Generasi Z merasa puas dan mendorong terjadinya pembelian ulang. Di sisi lain, kekhawatiran akan risiko tidak secara langsung menurunkan kepuasan, namun pengaruhnya terhadap loyalitas sangat bergantung pada kemampuan pengalaman belanja dalam menciptakan kepuasan. Temuan ini menegaskan bahwa bagi Generasi Z, kepercayaan merupakan modal dasar, sementara rasa aman dari risiko akan memperkuat loyalitas apabila konsumen merasa puas. Secara praktis, penjual di TikTok Shop perlu tampil lebih transparan untuk membangun kepercayaan dan mengurangi keraguan pembeli guna mempertahankan loyalitas.   This study examines the factors underlying Generation Z’s loyalty when shopping on TikTok Shop, particularly in Semarang City. Using data from 100 respondents, the study investigates how customer trust and risk perception influence customer loyalty through customer satisfaction. The findings indicate that trust is the key factor that directly enhances Generation Z’s satisfaction and encourages repeat purchases. In contrast, risk perception does not directly reduce satisfaction; however, its impact on loyalty largely depends on whether the shopping experience is able to generate satisfaction. These results highlight that, for Generation Z, trust serves as a fundamental basis for loyalty, while a sense of security regarding potential risks strengthens loyalty when customers feel satisfied. Practically, sellers on TikTok Shop are encouraged to adopt greater transparency to build trust and reduce buyer uncertainty in order to maintain customer loyalty.  
Pengaruh Live Streaming, Flash Sale, dan Double Days Promotion Terhadap Impulse Buying Pada Pengguna Shopee di Kalangan Generasi Z di Universitas Dian Nuswantoro Rosalina, Erna; Setiawan, Aries; Fatmawati, Elia Resha; Damar, Haunan
Jurnal Economic Resource Vol. 9 No. 2 (2026): April - September
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i2.2422

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming, flash sale, dan double days promotion terhadap perilaku impulse buying pada pengguna Shopee di kalangan Generasi Z di Universitas Dian Nuswantoro. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif dan berlandaskan teori Stimulus–Organism–Response (SOR). Data dikumpulkan melalui kuesioner daring terhadap 150 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa live streaming, flash sale, dan double days promotion berpengaruh positif dan signifikan terhadap impulse buying, baik secara parsial maupun simultan. Temuan ini menegaskan bahwa strategi promosi digital yang bersifat interaktif dan berbatas waktu efektif dalam mendorong pembelian spontan di kalangan Generasi Z.
KING-KU: Driving Customer Loyalty through Customer Satisfaction on KingGarage Kudus Ulfa, Adilla Kustya; Haziroh, Awanis Linati; Rahayuningtyas, Tri Esti; Fatmawati, Elia Resha; Kanaya, Fadia Zulfa; Yulianto, Ahmad Rudi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.5640

Abstract

Competition in the automotive service industry has intensified, marked by the growing number of highly rated repair shops in Kudus Regency. As a newly established workshop in 2022, KingGarage Kudus faces challenges in building customer loyalty, as preliminary findings indicate low levels of repeat purchases and customer referrals. This study aims to examine the effects of service quality and brand image on customer loyalty, with customer satisfaction serving as a mediating variable that strengthens relational outcomes. A quantitative research approach was employed, with data collected through a closed-ended questionnaire using a Likert scale to capture customer perceptions accurately. The sample consisted of KingGarage Kudus customers selected through purposive sampling based on predefined criteria related to service experience. Data were analyzed using SmartPLS 4, including outer model evaluation, inner model assessment, coefficient of determination (R²), and hypothesis testing to ensure robust statistical validation. The findings reveal that service quality and brand image have a positive and significant effect on customer loyalty. Furthermore, customer satisfaction significantly mediates the relationship between service quality, brand image, and customer loyalty, indicating its central role in loyalty formation. These results highlight the strategic importance of enhancing service quality and strengthening brand image to foster customer satisfaction and reinforce customer loyalty, thereby enabling automotive service providers to sustain their competitive advantage in a highly dynamic and competitive industry environment.
Pengaruh Online Customer Reviews, Live Streaming, dan Affiliate Marketing terhadap Impulse Buying melalui Customer Trust Parfum Evangeline pada Pengguna TikTok Shop di Indonesia Anggraeni, Alfina Fatika; Hariyadi, Guruh Taufan; Pakarti, Piji; Fatmawati, Elia Resha
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6688

Abstract

This study investigates the influence of Online Customer Reviews, Live Streaming, and Affiliate Marketing on Impulse Buying behavior, mediated by Customer Trust. Employing a quantitative methodology with SmartPLS 4.0 analysis, the research reveals that these three digital marketing variables exert a positive and significant effect in fostering consumer trust and prompting unplanned purchases. In particular, Affiliate Marketing stands out as the predominant predictor of impulsive buying. The analysis of indirect effects confirms that Customer Trust functions as a partial mediator, amplifying the influence of marketing strategies on Impulse Buying. These results underscore that, in addition to technical marketing elements, cultivating customer trust is essential for enhancing impulsive purchasing decisions within digital platforms.
Keputusan Pembelian melalui E-Service Quality dan Pemasaran Media Sosial: Peran Mediasi Brand Image pada Zara di Kota Semarang Eldina, Sheila; Damar, Haunan; Safitri, Maria; Fatmawati, Elia Resha
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6780

Abstract

The increasing use of digital platforms in shopping activities has encouraged companies to improve the quality of their e-services and social media marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of e-service quality and social media marketing on purchasing decisions with brand image as a mediating variable for Zara products. This study uses a quantitative approach with a survey method. The research sample consisted of 190 respondents who were Zara consumers and were selected using a purposive sampling technique. Data collection was carried out through a questionnaire with a Likert scale, then analyzed using the Structural Equation Modeling (SEM) method. The results of the study indicate that e-service quality and social media marketing have a positive and significant effect on brand image. Brand image also has a positive and significant effect on purchasing decisions. In addition, the results of the mediation test prove that brand image plays a significant mediator in the relationship between e-service quality and social media marketing on purchasing decisions. These findings confirm that improving digital service quality and the effectiveness of social media marketing can strengthen brand image, which ultimately encourages increased consumer purchasing decisions for Zara products.
Co-Authors Adilla Kustya Ulfa Amron Amron, Amron Anggraeni, Alfina Fatika Aprilya, Dandy Awanis Linati Haziroh Damar, Haunan Diana Aqmala Eka Putra, Johni Eldina, Sheila Febrianur Ibnu Fitroh Sukono Putra Gilang Bhirawa Noraga Hariyadi, Guruh Taufan Kanaya, Fadia Zulfa Kusuma, Pradana Jati Lamidi, Lamidi Mahmud Mahmud Oktariza, Linda Ayu Piji Pakarti puspita, Vinata dyan Putri, Kinanti Nabila Rizkynugraheny, Andien Dwi Rosalina, Erna Roymon Panjaitan Rumanti, Seline Widi Safitri, Maria Setiawan, Aries Sisca Dian Rahmawati Tri Esti Rahayuningtyas Ujang Permana, Ujang Vincent Didiek Wiet Aryanto Wahyudyar, Aprillia Bunga Timur Wardani, Nizia Kusuma Wawan Supriyanto Wijanarko, Danang Yulianto, Ahmad Rudi