According to Peter & Olson, (2013), cognitive theory It serves a critical function in building consumer faithfulness, a result achieved via the interpretation of available data and subsequent logical assessment. Factors such as perceived quality, trust in the brand, and satisfaction with the product or service are influential in a customer's decision to stick with a brand. EWOM helped shape this perception, where positive reviews increase two important aspects, namely Trust and loyalty, while negative reviews can damage brand image and reduce customer interest. Digital marketing strategies also play a role by presenting relevant and personalized information, thereby strengthening customer engagement and increasing trust in the brand.

Customer satisfaction becomes a crucial element in building long-term loyalty, especially through rational evaluation of product quality, service, and purchase experience. A strong Brand image reinforces customer loyalty because they tend to choose brands that have a good reputation and are able to meet their expectations. By understanding the relationship between cognitive aspects, customer loyalty, EWOM, digital marketing, customer satisfaction, and brand image, businesses can implement the design of marketing strategies that are more effective in order to increase customer trust and strengthen competitiveness in the market.

Customer loyalty is the attitude and attention of consumers who continuously choose products or services from the same company. Kotler and Keller, (2016)state that loyal expectations embody high expectations towards a brand and remain loyal despite the many options available in the market. According to Tjiptono (2016) in Bulan & Chandra, (2021), customer loyalty is reflected in repeat buying behavior. Simanjuntak (2016) in Bulan & Chandra, (2021) identified indicators of customer loyalty, such as repeat improvement, cross-product improvement, improvement in others, and resilience to competition. This loyalty has a significant impact on businesses, as loyal customers help increase positive word-of-mouth, strengthen brand image, as well as reduce marketing costs with more effective customer retention (Kotler and Keller, 2016). For TikTok Shop, customer loyalty is the key to increasing competitiveness in the increasingly competitive e-commerce industry. Interactive features such as live shopping and creative contact transform to increase customer satisfaction, which ultimately increases retention and engagement. However, if the shopping experience is inconsistent or the service is unsatisfactory, customers can switch to other marketplaces such as Shopee or Tokopedia. Therefore, customer loyalty enhancement strategies need to be optimized to increase market share and strengthen TikTok Shop's position in the e-commerce ecosystem.

EWOM is a form of digital communication through social media, vlogs, e- commerce, and blogs that influences customer considerations to purchase Chaffey & Ellis-Chadwick, (2019). Positive reviews increase customer loyalty, while negative reviews can decrease trust in a brand (Reyes Menendez et al,. (2020) in Irawan & Nisa, 2023). EWOM indicators include intensity (frequency of interaction and number of reviews), valence of opinion (positive or negative comments), and content (content of information related to products and services) (Nurrohman, 2018 dalam Bulan & Chandra, 2021).

Digital marketing is a marketing strategy through digital media such as: websites, social media, email, and online advertising, all of these media, their usefulness to reach consumers in a broad way and increase customer loyalty (Chaffey & Ellis-Chadwick, 2019). According to Ompusunggu (2018) in Bulan & Chandra, (2021), digital marketing indicators include sales promotions to increase purchases in the short term and public relations that build brand image and deal with issues or rumors circulating. A value-effective digital marketing strategy enables businesses to retain and attract new customers through consistent and relevant interactions.

Customer satisfaction is an important factor in building loyalty to a product or service (Kotler et al., 2020). Meanwhile, according to Schiffman & Wisenblit, (2019) satisfaction occurs when a product meets or exceeds customer

expectations, which impacts their loyalty to the brand. Customer satisfaction indicators include feelings of satisfaction with products and services, repeated purchases, recommendations to others, as well as fulfillment of expectations after deep purchases (Bulan & Chandra, 2021). Other supporting factors such as ease of transaction, customer engagement, trust in merchants, and loyalty to the brand. High satisfaction encourages loyalty, while dissatisfaction can lead to a reduction in the customer's confidence in the product or service they are offering.

Brand image reflects the external characteristics of a product or service that affect the customer's perception of the brand (Kotler et al., 2022). A strong Brand Image increases consumer trust, loyalty, and preferences, so they have a tendency to re-purchase and recommend products to others. Keller (2013) in Salsabila & Utomo, (2023) identified brand image indicators, namely the advantages of brand associations, the strength of associations in building consumer confidence, and the uniqueness of brands in market competition. If the brand image is a positive value can provide increased loyalty. The opposite is true, namely brand image which is a negative value can reduce consumer confidence presented with loyalty.

EWOM is a form of digital communication that evolved from the traditional” word of mouth (WOM)", It currently represents a promotional approach that profoundly affects the purchasing patterns of buyers (Abd-Elaziz et al., 2015 in Bulan & Chandra, 2021). Marketers realized that EWOM could transform marketing communications, creating a new paradigm that is broader and more effective in reaching customers. In the context of TikTok Shop, EWOM It serves as a vital component for establishing a buyer's confidence and loyalty through reviews, comments and recommendations of other users. Consumers are more likely to believe in products that earn positive reviews, encouraging them to stay loyal and re-purchase. Based on research by Bulan & Chandra, (2021), Khawari & Ilyas, (2023), Irawan & Nisa, (2023), Khotimah, (2025) it was found that EWOM had a positive and significant impact on customer loyalty.

H1: EWOM (X1) has a positive and significant effect on customer loyalty.

Digital marketing is TikTok Shop's main strategy in attracting and retaining customers. Leveraging social media, digital advertising, and data- driven algorithms, TikTok Shop delivers more personalized and relevant content to users, increasing engagement, and driving repeat purchases. According to Lucyantoro (2017) in Bulan & Chandra, (2021), digital marketing contributes to increasing customer loyalty by providing benefits in marketing coverage and online transactions. Engaging and data-driven digital campaigns enable TikTok Shop to more effectively understand customer needs, create a satisfying shopping experience, and strengthen their loyalty to the brand. Based on the research of Bulan & Chandra, (2021), Kurniawan et al., (2023), Putri et al., (2023),

Suryawan et al., (2024), Zulfiana et al., (2024) digital marketing has proven to have a positive value impact on customer loyalty.

H2: Digital Marketing has a positive and significant effect on customer loyalty.

Customer satisfaction it exerts a constructive and noteworthy effect on loyalty, indicating that as a buyer's contentment rises, so does the likelihood that they will persist in purchasing the good or offering. According to (Asikin & NurShyfa, 2023), satisfaction is formed from the comparison between product performance and customer expectations. If the performance is lower than expectations, customers are less likely to be satisfied and switch to competitors, while if it matches expectations, loyalty increases. If it exceeds expectations, customers feel delighted, which further strengthens loyalty and encourages positive recommendations. Previous research Bulan & Chandra, (2021), Cuhanazriansyah et al., (2021), Ridwan, (2021) affirm that satisfaction has a close relationship with loyalty, where high satisfaction increases customer attachment, while dissatisfaction encourages switching to competitors (Said, 2023). Consequently, enhancing the caliber of a company's goods and offerings is fundamental for preserving patron allegiance.

H3: customer satisfaction has a positive and significant effect on customer loyalty.

Brand image reflects the reputation and credibility of a brand that affects customer perception. A strong brand image increases trust and breeds customer loyalty, while an image that is negative in value can reduce interest and damage the stability of the company (Sangkay, 2021 quoting Sari & Herawati, 2024)). A positive perception of the brand as well as customer confidence in the quality of the products contribute to increased loyalty and recommendations. With a consistent brand image, customers are more likely to maintain a relationship with the product and make repeat purchases. Based on the research of Febriani et al., (2022), Herman et al., (2024), Khawari & Ilyas, (2023), Indah Yani & Sugiyanto, (2022), Lay & Marvianta, (2023), Putri et al., (2023), Sari & Herawati, (2024), Zulfiana et al., (2024) brand image has a positive and significant impact on customer loyalty.

H4: Brand Image has a positive and significant effect on customer loyalty.

Table 2. Respondent

The characteristics of 120 respondents in this study were described based on their identity. The majority came from Jenderal Soedirman University (52 people, 43.3%), followed by Muhammadiyah University of Purwokerto (44 people, 36.7%) and UIN K.H Saifuddin Zuhri (24 votes, 20.0%). In terms of gender, women are more dominant (88 people, 73.3%) than men (32 people, 26.7%). All respondents were aged 17-23 years. Based on monthly expenditures, the majority had expenditures of Rp 1,000,000 - Rp 2,000,000 (61 people, 50.8%), followed by expenditures of less than Rp 1,000,000 (48 people, 40.0%), Rp 2,000,000-Rp 3,000,000 (7 people, 5.8%), and more than Rp 3,000,000 (4 people,

3.3%).

The results of descriptive analysis showed that the highest respondents ' answers to EWOM variables with an average value of 3.92 & lowest 3.45, then the highest digital marketing variables 4.01 & lowest 3.43, the highest customer satisfaction variables 3.90 & lowest 3.67, the highest brand image variables 3.87 & lowest 3.73, and customer loyalty variables with the highest average value of

3.72 & lowest 2.94.

Table 3. Validity Test

Based on the description of the table above, it can be seen that the variables EWOM (X1), Digital Marketing (X2), Customer Satisfaction (X3), Brand Image (X4) and customer loyalty (Y) have R count that is greater than the table, so it can be concluded that the entire variable statement items are valid.

Table 4. Reliability test

Cronbach's Alpha test results showed that the indicators of variable electronic word of mouth (EWOM), digital marketing, customer satisfaction, brand image and customer loyalty get cronbach's alpha value above 0.6 which is considered reliable.

Normality test results show that the value of significance in the Asymmp. Sig (2-tailed) 0.200 > 0.05, so it can be concluded that the residual data distribution in a normal way.

Based on the results of multicolonarity testing, it shows that the tolerance of each variable is niai greater than 0.10. Then the VIF of each variable is a value smaller than 10. From the above data, it can be concluded that the research conducted is free from the assumption of multicoloniality.

Based on the results of the analysis, it can be concluded that the data used in this study does not contain heteroscedasticity because all variables have significant values >0.05.

Table 5. Multiple linear regression analysis

From the description of the table of results of multiple linear regression analysis above displays

LP = 1.378 + 0.304 X 1 + 0.171 X 2 - 0.150 X 3 + 0.206 X 4. (1)

The regression equation shows that E-WOM (β1 = 0.304), digital marketing (β2 = 0.171), and brand image (β4 = 0.206) have a positive effect on customer loyalty, which means that every one unit increase in these variables will increase customer loyalty according to their respective coefficients. On the other hand, customer satisfaction (β3 = -0.150) has a negative influence, indicating that a one-unit decrease in customer satisfaction can decrease customer loyalty. All variables are analyzed assuming that the other variables remain constant.

Table 6. F test

From the table above F test results show that the value of F calculate the magnitude > F table is 8.315 > 2.45 with a significance level of 0.000. it can be seen that the probability of the value is much smaller than 0.05, then the value of F count is much larger than F table, so that the conclusion can be made that Ho rejected and Ha accepted or suitable category model (fit).

Tabel 7. Coefficient of determination test (R²)

From the table above, it is obtained that the value of Adjusted R Square in the regression model in this study, is worth 0.197 which shows that the ability of the independent category variables (EWOM, digital marketing, customer satisfaction, and brand image) in explaining the dependent variable (customer loyalty) is 19.7%, and the rest, namely the percentage figure of 80.3% described by other category variables are not included in the model.

Analysis shows that EWOM has a positive and significant impact on TikTok Shop customer loyalty. Consumers are more likely to trust products recommended through positive reviews of other users, thereby increasing their likelihood of loyalty to the brand. An effective EWOM not only influences consumers ' perception of a product, but also strengthens their trust and long- term engagement with TikTok Shop. Previous studies of Bulan & Chandra, (2021), Khawari & Ilyas, (2023), Irawan & Nisa, (2023), Khotimah, (2025) also confirm that EWOM has a positive and significant value impact on customer loyalty.

The implications of cognitive theory suggest that EWOM, through user recommendations, shapes consumer perceptions, reinforces trust, and increases long-term engagement. When EWOM is implemented in an authentic and relevant way, it can strengthen customer loyalty to TikTok Shop.

Analysis shows that digital marketing has a significant impact on customer loyalty, affirming its role as a key factor in creating long-term relationships. Engaging and relevant content isn't the only key element; customers ' emotional engagement plays a bigger role in increasing loyalty. Customer loyalty is formed through satisfying digital experiences. Consumers who feel connected to a brand through an effective digital marketing strategy are more likely to maintain loyalty and recommend the brand. Previous research Bulan & Chandra, (2021), Kurniawan et al., (2023), Putri et al., (2023), Suryawan et al., (2024), Zulfiana et al., (2024) gives an indication that digital marketing has a positive impact on customer loyalty.

Cognitive theory suggests that digital marketing shapes customer perceptions, increases engagement, and strengthens loyalty through relevant and interactive experiences.

The results of this study reveal a discrepancy with cognitive theory, where customer satisfaction does not always lead to loyalty to an e-commerce platform. In a highly competitive business environment, satisfied customers still have a tendency to move to other platforms because there are more attractive alternatives, both in terms of price, service features, and more aggressive marketing strategies. Thus, customer satisfaction in this context is not the main factor in forming loyalty, but rather a dynamic component, which can change in accordance with the incentives provided by competitors. The findings have important implications for

the e-commerce industry, where platforms need to constantly adjust strategies and innovate to stay relevant amid growing competition. Not only the price and service aspects need to be improved, but also a superior shopping experience to retain customers in the long run. In addition, the results of this study open up opportunities for further study, given the limited number of studies exploring the relationship between customer satisfaction and loyalty in a competitive e- commerce ecosystem.

The analysis shows that brand image has a significant value impact on customer loyalty, which indicates that the perception that consumers have of being presented with a brand has an important value role to build long-term attachment. A brand image that positively increases customer confidence, provides emotional satisfaction, and encourages them to continue to choose and recommend the brand. These results are in line with previous research conducted by Febriani et al., (2022), Herman et al., (2024), Khawari & Ilyas, (2023), Yani & Sugiyanto, (2022), Lay & Marvianta, (2023), Putri et al., (2023), Sari & Herawati, (2024), Zulfiana et al., (2024) which indicates that brand image has a positive and significant impact on customer loyalty.

Implications based on cognitive theory show that brand image that positively shapes the emotional attachment of customers to the brand, increasing trust, satisfaction, and loyalty. When customers have a feeling in the emotional aspect connected with a brand, they are more likely to maintain loyalty and recommend it to others.