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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri EKONOMIS : Journal of Economics and Business Jurnal Riset Bisnis dan Investasi JOURNAL OF BUSINESS STUDIES JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Abdimas Bina Bangsa International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal Of World Science Ekalaya: Jurnal Pengabdian Kepada Masyarakat Indonesia SJEE (Scientific Journals of Economic Education) KAMI MENGABDI Jurnal Pemberdayaan Nusantara PANDAWA : Jurnal Pengabdian kepada Masyarakat Jurnal Penelitian IPTEKS
Pravitasari, Endyastuti
Universitas 17 Agustus 1945 Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Social Sciences Transportation Other

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DIGITAL CUSTOMER EXPERIENCE AND PRICE PERCEPTION ANALYSIS ON THE TIKTOK SHOP PLATFORM: THE IMPACT ON CONSUMER LOYALTY WITH SATISFACTION AS MODERATION Isna Damayanti; Endyastuti Pravitasari
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 9 (2026): AUGUST
Publisher : RADJA PUBLIKA

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Abstract

This study aims to analyze the influence of Digital Customer Experience and Price Perception on Consumer Loyalty on the TikTok Shop platform with Consumer Satisfaction as a moderation variable. The study uses a quantitative approach with a causality design. The research sample amounted to 110 respondents who were selected using the purposive sampling technique, namely TikTok Shop users who were at least 17 years old and had made purchases at least twice. The data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the study show that Digital Customer Experience does not have a significant effect on Consumer Loyalty, while Price Perception and Consumer Satisfaction have a positive and significant effect on Consumer Loyalty. In addition, Consumer Satisfaction positively moderates the relationship between Digital Customer Experience and Consumer Loyalty, as well as negatively moderates the relationship between Price Perception and Consumer Loyalty, suggesting that satisfied consumers become less price-sensitive. The novelty of this study lies in testing the role of Consumer Satisfaction as a moderation variable in the context of social commerce, and shows that Digital Customer Experience has become a hygiene factor for Generation Z so that it does not directly shape consumer loyalty.
Co-Authors Abriandi, Abriandi Albab, Muhammad Ulul Anggoro, Hendi Tri Ari Soeti Yani Ariani, Jihan Armenita, Kiko Azzahra, Nursyifa Dewi Felicia, Nita Fina Yuliana Harris Manurung Hidajat, Koerniawan Irene Octavia Isna Damayanti Kiko Armenita Julito Manurung, Harris Muhammad Alfath Nurahmansyah Mulyani, Shindi Sri Nabila, Alfina Pamungkas, Gina Ayu Pascalya, Yesaya Permatasari, Sheila Silvia Permatasari, Sheila Silvia Phamendyta Aldaning Azaria Putra, Bagas Putri, Camelia Salini, S. Sarwita simamora, virgo Slamet, Yogi Sri Raharso Wulandari, Rizki Ayu Yanuar Rahmadan