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Salman Alfarisi
Staf PT. Kuda Inti Samudera
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PENGARUH STRATEGI DIGITAL MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN APLIKASI TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIKARTA kartina Eka Ningsih; Johansyah Johansyah; Syahruddin S Syahruddin S; Sandy Febian Sakti; Salman Alfarisi
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 25 No 2 (2025)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/3jzqrj38

Abstract

The purpose of this study was to determine the effect of digital marketing and brand image variables simultaneously on customer loyalty for the TikTok Shop application for students of the Faculty of Economics and Business, Unikarta. This study uses quantitative data obtained from questionnaire data. The number of research samples was 52 people with the method of taking by random sampling. The analysis tool uses multiple regression analysis and hypothesis testing using the F test and t test. From the ANOVA or F test, the calculated F value is 97.584, while the table F value is 2.79. This means that (F calculated 97.584 > F table 2.79) with a significance level of 0.000 < 0.05, so it can be concluded that the variables of digital marketing and brand image together have a significant influence on customer loyalty to the TikTok Shop application among students. Based on the coefficient b value, it shows that the digital marketing variable has the most dominant influence on customer loyalty (0.603) followed by the brand image variable (0.499).
Co-Authors ABDUL MUIN Aditya Fajri Kurnia Pradana Afidah Zuroida Anang Dasa Novfowan Ananto, Rhezal Agung April Petra Malonovi Marbun Ari Irawan Arinalhaq Fatachul Aziiz Aulia Khamas Heikmakhtiar Badar Said Bambang Kurnadi Binar Surya Gumilang Callula Syifa Gantari Cellin Aulia Charlina Charlina Desak Kade Shaila Indita Dimas Bima widyabrata Eka Intan Kumala Putri Endah Kurniati Fira Putri Wulandari Fitri Komariyah Galuh Prawestri Citra Handani Grace Septiana Putri Habibur Rahman Hanhan Burhani Heri Irawan Hermandra Hermandra Indra Yasri johansyah johansyah Juliano Krizza Yoga Kartina Eka Ningsih Lediwara, Nadiza Mahfira Larassati Mailin Mailin Masriyanda Masriyanda Melza Zahra Permata Mohamad Rizky Naoval Pratama Mohammad Noor Hidayat Muh. Kurniawan BW Muhammad Royyan Muhammad Syaiful Hakim Nasor Nurfi Fuad Al Azah Nurjamilah, Siti Oktavianus Laia Rahma Nur Amalia Rahman Azis Prasojo Raihan Kenny, Muhammad Rayhan Apriansyah Robin Rohmanita Duanaputri Rosyid, Moh Zaiful Rusmia, Rusmia Sadiyana Yaqutna Naqiya Sandy Febian Sakti Selvia Nurlaila Sembada Denrineksa Bimorogo Shella Athaya Miwazuki Sholihul Anshori Silahudin Silahudin Silvi Reni Cusyana Siti Nurjamilah Sofiyul Mubarok, Achmad ST. HADIJAH WAHID SUPRIYONO Syahruddin S Syahruddin S Syavera, Venita Yahya Ibadu Rahman Yunika Afryaningsih Zulia Fajarwati Zurnan Alfian