<![CDATA[This study aims to analyze the effects of shipping speed and product quality on TikTok Shop customer loyalty .Primary data were collected through an online questionnaire using a five-point Likert scale from 60 university students who had purchased products through TikTok Shop. Respondents were selected using purposive sampling. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The measurement model was evaluated through convergent validity, discriminant validity, and reliability tests, while the structural model was assessed using the coefficient of determination and hypothesis testing through bootstrapping. The results show that shipping speed has a positive and significant effect on customer loyalty, with a path coefficient of 0.663, a t-statistic of 5.617, and a p-value < 0.001. In contrast, product quality does not have a significant effect on customer loyalty, with a path coefficient of 0.123, a t-statistic of 1.037, and a p-value of 0.300. The R² value of 0.588 indicates that shipping speed and product quality explain 58.8% of the variance in customer loyalty. ]]>
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