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Kustiawan, Unggul
Universitas Esa Unggul
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Journal : PINISI Discretion Review

 1 
The Role of Short Videos on Tiktok Social Media on Individual Loyalty In Online Skincare Shopping Anggraheni, Eva Shera; Kustiawan, Unggul
PINISI Discretion Review Volume 7, Issue 1, September 2023
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v7i1.59581

Abstract

The quality of the content in short videos refers to a consumer's perception of the relevance, creativity and uniqueness of a content. This is an output of efforts to fulfill the expectations of content providers for consumers through interest. The widespread use of the Internet has changed the way customers expect to build relationships with sellers. In this study, data were collected using the survey method. In this observation, we examined the role and quality of content, quality of relationships or relationships, and attachment in ensuring customer loyalty in shopping through short videos on social media. If the increase in content quality can stimulate attachment in shopping through short videos on social media, which will positively be a factor influencing customer loyalty Respondents in this study are customers with shopping experiences through short videos on social media. outer loading value 0.7. So it can be concluded that all indicators are valid to proceed to further testing. So it can be concluded that all the variables contained in the research model, which means they have fulfilled the requirements. Composite reliability is one of the tests used to test the reliability value of variable indicators. The results of the study concluded that there is a positive influence between the Content Quality variable on Relationship Quality. The quality of content on social media can affect the quality of the bond with the seller. The Customer Perceived Value variable has a positive effect on Relationship Quality. Customer ratings can affect the quality of the relationship between customers and buyers. Content Quality variable has a positive effect on Stickiness. Relationship Quality variable has a positive effect on Stickiness. Stickiness variable has a positive effect on Behavior Loyalty.
Co-Authors Abadi, Ferryal Abdul Haeba Ramli Aditya Pratama Agustin Vilianni Amatullah, Nida Ana Ana Anandaputri, Elisabet Andre Andre, Andre Andri Kurniawan Anggiat Huminsa FST Anggraheni, Eva Shera Aprilia, Sekar Apul Tumanggor Arief Budiman Arietra, Intan Pertiwi Noor Arif Darmawan, Nugroho Artana Diva Syabilla Athira Shafa Berliana Avilla, Bobby Sulthan Bagus Caesar Sukmayuda Baharsyah, Ilham Baihaqi Butar Butar, Audi Putranto Cahyanti, Ichtiar Melia Cornellius, Josephin Dakaria, Yus damanik, rani Dewi ANGGRAENI Dhafi Iskandar, Muhammad Dian Anggraini Puspitasari Diana Fajarwati Difka Sabila Rasyad Dimas Angga Negoro Dimas Angga Negoro Dimas Negoro Dimas Negoro Dwi Handoko Edi Hamdi Edi Hamdi Edi Hamdi Endang Ruswanti Fachmi Firzandi Prima Fariz, Nur Feliks Setia Wau Fersi Tase Fetiana Pristianti Fitrianto, Hendry Gunawan, Ery Gunawan, Wawan Iwan Hannak, Nasriyatul Harahap, Sri Bintang Pamungkas Hariani Widyastuti Hesti Wulandari Hilmy, Muhammad Reza Holby Boy Martua Manurung Ika Baskara Imelda Citra Anggraini Indah Erlinda Ade Kisworo Indra Gunawan Indradewa , Rhian Indradewa, Rhian Indradewa, Rian Indriyani Kristin Irhamdani Irhamdani Irhamdani, Irhamdani Joni Hartono Juni, Anasthasia Kristianes Kristianes Kurniawan, Rulli Kusnadi, Deky Laksmi Pandansari Lubis, Rima Octaviani M. Dhafi Iskandar M. Mukhsin Marselinus Martianto, Yudha Hartlanda Masagus Safei Mastupah, Mastupah Meilisa Alvita Meilisa Alvita Mohamad Reza Hilmy Muhamad Nurrohman Muhammad Dhafi Iskandar Muhammad Naufal Khossy Muhammad Rizky Nanda Satria Nasriyatul Hannak Negoro, Dimas Negoro, Dimas Angga Nelci Selan Nisa, Puspita Chairun Nofierni, Nofierni Novie Nurliadi Pratiwi Novika Dwi Anggraini Nugroho, Pulung Adi Nur Qinthara Jatnika, Ridhwan Nurul Hakiki Paksi, Yanuar Buana Pasha Pingkaniswari Perdana, Rival Poedji Hartaty Silalahi Rahmawati, Wulan Ramadhan, Muhamad Nur Rahmat Rani V. Damanik Regina Deka Sofia Rehabeam Rehabeam Restu Aprilianto Rhian Indradewa Rhian Indradewa Rhian Indradewa Rhian Indradewa Rian Adi Pamungkas Ridwan, Saepul Rina Anindita Riska Amelya Rival Perdana Rojuaniah Rojuaniah Safari, Jen Jen Mohammda Salsabila, Aulia Sandi Setiawan Sani Sansodik Saniyyah, Anisah Sartono, Saptiangga Satriawan, Rayyan Septiani, Jelita Septiyaningsih Septiyaningsih Setiyati, Ritta Sinaga, Hans Salomo Tiberias Sitinjak, Brando Sofyan, Joel Faruk Sudiyono Sudiyono Suhendro Suhendro Sukmo Hadi Nugroho Syina, Ibnu Tantri Yanuar Rahmat Syah Tantri Yanuar Syah Tasya Yultavera Tri Handoko Trisulo Muljopamudji Utami, E. W. Puput Wahyu Vilianni, Agustin Wesly Panjaitan Wulan Rahmawati Yenny Rany