<![CDATA[Abstract General Background: The rapid development of digital technology and e-commerce has intensified competition among platforms, making brand loyalty increasingly important for sustaining consumer relationships. Specific Background: On TikTok, Tokopedia uses digital content to interact with consumers through content marketing, e-brand experience, and brand image. Knowledge Gap: Previous studies have reported inconsistent findings regarding the relationships between these factors and brand loyalty. Aims: This study examines the relationships of content marketing, e-brand experience, and brand image with the brand loyalty of Generation Z Tokopedia users through TikTok content. Results: Using a quantitative approach, purposive sampling, and questionnaire data from 96 respondents in Surabaya Raya, the study applies Partial Least Squares Structural Equation Modeling using SmartPLS 3.3. The results show that content marketing has a positive but statistically non-significant relationship with brand loyalty, while e-brand experience and brand image have positive and statistically significant relationships. The model explains 92.0% of the variance in brand loyalty. Novelty: This study examines the three constructs simultaneously in the context of Generation Z Tokopedia users interacting with TikTok content. Implications: The findings provide a basis for understanding the role of digital experience and brand perceptions in developing brand loyalty within e-commerce social media marketing. Key Findings Highlights Content marketing shows a non-significant statistical relationship with loyalty. E-brand experience records the strongest path coefficient at 0.643. The structural model explains 92.0% of the variance in loyalty. Keywords : Content Marketing, E Brand Experience, Brand Image, Brand Loyalty, TikTok]]>
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