Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Journal of Social And Economics Research journal of social and economic research
Ritonga, Ray Handaya
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
THE INFLUENCE OF SHORT VIDEO MARKETING ACTIVITIES ON TIKTOK SHOP AND CUSTOMER EXPERIENCE ON CUSTOMER RELATIONSHIP QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY IN THE FASHION INDUSTRY Ritonga, Ray Handaya; Simbolon, Freddy Pandapotan
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1208

Abstract

This study aims to analyze the influence of short video marketing activities on TikTok and customer experience on customer relationship quality, as well as their impact on customer loyalty in the fashion industry on TikTok Shop. A quantitative approach was employed using a survey method involving 250 Gen Z respondents in Jakarta who actively shop for fashion products through TikTok Shop. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (SEM-PLS) technique. The results show that short video marketing activities and customer experience have a positive and significant effect on customer relationship quality. Furthermore, customer relationship quality also has a significant effect on customer loyalty. In addition, short video marketing activities and customer experience were found to directly influence customer loyalty. These findings offer practical implications for fashion industry players in designing effective digital marketing strategies that focus on enhancing customer experience and relationships to foster long-term loyalty.
THE INFLUENCE OF SHORT VIDEO MARKETING ACTIVITIES ON TIKTOK SHOP AND CUSTOMER EXPERIENCE ON CUSTOMER RELATIONSHIP QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY IN THE FASHION INDUSTRY Ritonga, Ray Handaya; Simbolon, Freddy Pandapotan
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1208

Abstract

This study aims to analyze the influence of short video marketing activities on TikTok and customer experience on customer relationship quality, as well as their impact on customer loyalty in the fashion industry on TikTok Shop. A quantitative approach was employed using a survey method involving 250 Gen Z respondents in Jakarta who actively shop for fashion products through TikTok Shop. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (SEM-PLS) technique. The results show that short video marketing activities and customer experience have a positive and significant effect on customer relationship quality. Furthermore, customer relationship quality also has a significant effect on customer loyalty. In addition, short video marketing activities and customer experience were found to directly influence customer loyalty. These findings offer practical implications for fashion industry players in designing effective digital marketing strategies that focus on enhancing customer experience and relationships to foster long-term loyalty.
Co-Authors Simbolon, Freddy Pandapotan