JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Effect of Brand Love and Customer Satisfaction on Customer Loyalty for Nyai Mercon Products on TikTok with E-WOM as a Moderating

Mustika Aryanti (Unknown)
Arif, Nina Fapari (Unknown)

Article Info

Publish Date
03 Jan 2026

Abstract

This research examines the impact of brand love and customer satisfaction on customer loyalty toward Nyai Mercon products on TikTok, with e-WOM serving as a moderating factor. Data were collected from 187 customers who purchased through TikTok Shop using purposive sampling. Analysis using SmartPLS 4.0 with the SEM-PLS method revealed that both brand love and customer satisfaction have a significant impact on loyalty. E-WOM moderates the relationship between brand love and loyalty, but does not moderate the satisfaction–loyalty link. These results highlight the importance of emotional engagement, customer satisfaction, and active online interaction in enhancing the competitiveness of SMEs.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...