International Journal of Management Science and Information Technology (IJMSIT)
Vol. 5 No. 2 (2025): July - December 2025

Analysis of the Influence of Digital Marketing Strategies on Customer Loyalty in the Tiktok E-Commerce Industry

Pratiwi Seran, Yayuk (Unknown)
Ayuandira, Ririn (Unknown)
Patadungan, Hendriawan (Unknown)
Yanti, Rima (Unknown)
Asti, Asti (Unknown)

Article Info

Publish Date
10 Aug 2025

Abstract

This study aims to examine digital marketing strategies on customer loyalty in the e-commerce platform TikTok. The population of this study was all TikTok users aged 18–25, and according to Heir, the sample size was a minimum of 200. This study used a quantitative approach with primary data collected through an online questionnaire. Data analysis techniques included instrument testing, simple linear regression, and hypothesis testing, analyzed using SPSS 26. The t-test results indicated that digital marketing strategies had a positive and significant impact on customer loyalty. In Indonesia, TikTok has become one of the most popular social media platforms, with high penetration among the younger generation.

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Journal Info
International Journal of Management Science and Information Technology (IJMSIT)
Website

Abbrev

IJMSIT

Publisher

Lembaga Komunitas Informasi Teknologi Aceh

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The development of science related to good technology, information, and communication, both theoretically and empirically has proven to have a positive impact on various aspects of people lives. The development of the science of Information and Communication Technology provides many benefits to ...