Strategic Analysis of Brand Loyalty in TikTok Shop: The Role of Brand Trust and Customer Satisfaction in Indonesia’s E-Commerce Landscape

Strategic Analysis of Brand Loyalty in TikTok Shop: The Role of Brand Trust and Customer Satisfaction in Indonesia’s E-Commerce Landscape

Nurul Hidayatinnisa, Becik Gati Anjari, Ayu Febriyanti Puspitasari, Fauziah, Savira Finka

Strategic Analysis of Brand Loyalty in TikTok Shop: The Role of Brand Trust and Customer Satisfaction in Indonesia’s E-Commerce Landscape

The return of TikTok Shop to Indonesia through the acquisition of Tokopedia in December 2023 provides a significant opportunity for expansion. The integration of these platforms aims to enhance user experience, expand product offerings, and strengthen e-commerce competition in Indonesia. However, the impact of brand experience, brand trust, and customer satisfaction on brand loyalty within TikTok Shop remains an important research area. This study aims to analyze the influence of brand experience, brand trust, and customer satisfaction on brand loyalty in TikTok Shop. Specifically, it examines the mediating role of brand trust and customer satisfaction in these relationships. This research adopts a quantitative approach using Partial Least Squares (PLS) analysis. Data were collected through an online questionnaire distributed to 81 respondents, measuring variables including brand experience, brand trust, customer satisfaction, and brand loyalty. The findings indicate that brand experience significantly affects brand trust and customer satisfaction but does not directly influence brand loyalty. Brand trust plays a key mediating role between brand experience and brand loyalty. Similarly, customer satisfaction significantly influences brand trust but does not have a direct effect on brand loyalty. Furthermore, brand trust mediates the relationship between customer satisfaction and brand loyalty. This study highlights the importance of brand trust in fostering brand loyalty among TikTok Shop users. While brand experience and customer satisfaction contribute to trust, they do not directly drive loyalty. Strengthening brand trust through consistent product quality, reliable customer service, and transparent communication is essential for maintaining user loyalty in the competitive e-commerce landscape

2025/06/15

https://insyma.org/proceedings/files/articles/Nurul__Hidayatiinnisa.pdf

https://insyma.org/proceedings/items/show/398

Brand Experience, Brand Trust, Customer Satisfaction, Brand Loyalty, TikTok Shop

531

536

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

22

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Nurul Hidayatinnisa

Becik Gati Anjari

Ayu Febriyanti Puspitasari

Fauziah

Savira Finka

87

Nurul Hidayatinnisa, Becik Gati Anjari, Ayu Febriyanti Puspitasari, Fauziah, Savira Finka