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Fathorrahman Fathorrahman, Fathorrahman
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Journal : Jurnal Studi Manajemen dan Bisnis

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Pengaruh Harga, Brand Experience, Dan Kecepatan Pengiriman Terhadap Loyalitas Konsumen Dimediasi Customer Review Dan Di Moderasi Konten Kreator Pada Konsumen Tik Tok Di Kota Sumenep Zakki, Nurdody; Fathorrahman, Fathorrahman; AS, Fathor
Jurnal Studi Manajemen dan Bisnis Vol 12, No 1 (2025): Juni
Publisher : Trunojoyo University of Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/jsmb.v12i1.29804

Abstract

The study aims to analyze the effect of price, brand experience, delivery speed, customer reviews, and content creators on TikTok consumer loyalty in Sumenep City. The research approach is quantitative with the Structural Equation Modeling (SMART-PLS) path analysis method. Data collection techniques use questionnaires with Google Form techniques. The sample in this study amounted to 96 respondents using the Lemeshow formula. The sampling technique was non-probability sampling with an accidental sampling approach. The results showed that the variables consisting of; price, brand experience, delivery speed, customer review, and creator content have a significant influence on consumer loyalty. Price, brand experience, delivery speed, and customer reviews have a strong positive influence on loyalty, and creator content is also proven to make a significant contribution to consumer loyalty. The mediation analysis results show that content creators play a partial moderating role in the relationship between price and delivery speed with consumer loyalty but do not play a moderating role in the relationship between brand experience and loyalty. These findings provide new insights into the factors that shape consumer loyalty on social media platforms such as TikTok Shop, as well as the strategic role of content creators in building emotional connections. The practical implications of this research can serve as a basis for academics to design more effective marketing strategies by involving content creators and optimizing customer reviews on the TikTok Shop platform.
Co-Authors Abu, Amin Bin Agung Ali Fahmi Agustina, Tin Ahmad Ghufrony Aj, Abdillah AS, Fathor Ayuningtyas, Oktarifany Citra Baqir Ainun, Moh. Christianto, Theodorus Erick Darwis Nizar Djaja, Mohamad Herman Fahruroji, Fahruroji Fathinah, Aqilatul Fauziyah, Tasyarifil Fransiska Br Munte, Fatmawaty Ghozi Mubarok Hardian, Dafyar Eliadi Hari Prasetyo Harmanto, Stevan Ariputra K, Tin Agustina Khoe, Kevin Khoir, Oki Ikbal Kurdi, Syahrul Kusjono, Gatot liyanto, Liyanto Mardjuki, Budi Marthadinata, Suryadi Masduqi, Anis Maswarni Matu, Ivanry Moh. Baqir Ainun Mohammad Anwari Mohammad Fattah Mohammad Rofik Mudhofar, Mudhofar Murtianingsih Murtianingsih, Murtianingsih Nufus, Khayatun Nurdody Zakki Pangesa, Magda Permatasari, Kurnia Dewi Pitaloka, Diah Anggreini Ramadhani, Muhammad Rizqy Rambe, Muhammad Juang Ratna Wardani Rika Syahadatina Ruqoiyah, Siti Sairin, Sairin Setiawan, Dwinanto Subhan Subhan Sugeng Widodo Sugitanata, Arif Sumarsih . . Suryansyah, Ah. Suworo, Suworo Syahrul Ibad Syaiful Anwar Tarigan, Andrian F. A. Tarwijo, Tarwijo Theresia Pradiani Unsul Abrar Uswatun Hasanah Wahyuni, Ummi Wasidi, Wasidi Windi Astuti Yulianti, Mardiana Yunus Handoko Yusuf, Nuraini Yusuf, Nur’aini Zulfa, Ervina