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Susi Susanti
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Journal : Studi Administrasi Publik dan ilmu Komunikasi

 1 
Impact of Digital Marketing, Service Quality, and Product Innovation on Skintific TikTok Shop Consumers Dian Ferriswara; Susi Susanti; Sarwani Sarwani; Liling Listyawati
Studi Administrasi Publik dan ilmu Komunikasi Vol. 2 No. 3 (2025): Agustus : Studi Administrasi Publik dan ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/studi.v2i3.581

Abstract

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.
Co-Authors A Rizki Awan A. Sriyanti Ahmad Daerobi Aldi Wijaya Dalimunthe Aloysia Hermanita Ambar Maisur Fahmi Annindy Ayang Rahmasandy Arham Hafidh Akbar Arini Eka Jaya Prastiti Asrin Ayatullah Bambang Sumadyo Berti Yolida Caska - Catur Setiya Sulistiyana Chairul Amsal Dedi Dedi Denny Paul Ricky Dewi Rulia Sitepu Dewita Suryati Ningsih Dien Muhammad Ismal Bransika Dimas Fathur Rahman Doddy Afandi Firdaus Dyah Ayu Irawati Dzaky Riyadi Hakim Eddy Noviana Eka Kasymir Eka Rahmawati ekawati Ekawati Ekawati Elmustian Rahman Enjang Supriatna Ety Febryanti Evi Suryawati Ezrifal Sany fahruddin fahruddin Fatma Dewi Setianingsih Fatmalasari Ferawati Ferawati Ferriswara, Dian Fheti Wulandari Lubis Fiki Dzakiyyatul Aula Gilny Aileen Joan Rantung Guslinda Guslinda Hadi Rumadi Hanum Arrosida Hedi Sanjaya Hendrik Suryadi Herry Setiyatna Heru Fahlevi Iftah Tsaqofah Inayatul Maula Indah Nurvindyanti Indri Muflikhatul Khoiriyah Irma Mardian Ita Kurnia Jahrizal Jonyanis " Kartin Aprianti Ken Sudarti Khaeruddin Khaeruddin KHAIRUL ANWAR Khudory Mustofa Kristina Maharani Lala Yetriana Lestari, Dyah Aring Hepiana Liling Listyawati Lulu Umaknun M Subhan M. Wahyu Hidayat Mahmud Mustafa Mariani Natalina L Maskun Maskun Masriany Masriany Masriany Maya Jovita Metia Ariyanti Miftakhur Rizki Mohd Harun Muh. Aprizal Irawan Muhamad Abdul Moechyi Muhammad Iqbal MUHAMMAD MAHATIR Muhammad Rizqi Ramadhani Muhammad Syazali Munirah Najmah Zahiroh Nofa Anggraini Nova Rimadani Novita Sari Nungki Marlian Yuliadarwati Nur Anbiya Nurita Primasatya Nurul Istiqamah Nurwajah Nurwajah olahairullah olahairullah Osfaningsih Osfaningsih Patiar Sitompul Prihartini Rajab Bahry Rendra Wasnury Resti Mulyani Ridwan Rismanto Riko Ardyansah Rima Akhiri Rina Anggeraeni Rizka Maulidia Iffani Amalia Robi Gunawan Rosi Rosi Rts Sherly Dwijayanti Ruth Maoeli Lorenza Damanik Salminawati Sartini Sartini Sarwani Sarwani Seilia Pebrioni Seda Septyo Rini Sisi Amelia Siti Juwariyah siti nurlela Sofia Amin Maulidia Sohibul Wafa Tadjul Arifin Sukmawaty, Eka Sulfan Bagus Setyawan Sulfi Maghfiroh Sumaryoto Sumiati Wahyuni Suparman Arif Suparti Susi Hendriani Sutra Awaliyah Darfin Tansri Riziq Hilman Afif Tri Jalmo Umam Kamarullah Virza Luqyana Firdaus Vivin Irawati Wahida Jamaluddin Wahyu Adi Wahyu Hamidi Wahyu Sa’ban Wanda Widiartiningsih Widya Kusumaningsih Wiwik Pratiwi Wulandari Wulandari Yogasliana Fathudin Yoserizal " Yuni Lessari