The Influence of Ewom, Digital Marketing, Customer Satisfaction and Brand Image on Tiktok Shop Customer Loyalty Student Study in Purwokerto

Alfina Nur Layli; Arini  Hidayah; Muhammad Agung  Miftahudin; Hengky  Widhiandono

doi:10.55927/ajma.v4i3.14776

Authors

Alfina Nur Layli Universitas Muhammadiyah Purwokerto
Arini Hidayah Universitas Muhammadiyah Purwokerto
Muhammad Agung Miftahudin Universitas Muhammadiyah Purwokerto
Hengky Widhiandono Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ajma.v4i3.14776

Keywords:

EWOM, Digital Marketing, Customer Satisfaction, Brand Image, Customer Loyalty

Abstract

This study investigates the influence of Electronic Word of Mouth (EWOM), Digital Marketing, Customer Satisfaction, and Brand Image on customer loyalty within the context of TikTok Shop, a rapidly growing social commerce platform. Using purposive sampling, data were collected from 120 student respondents in Purwokerto via offline questionnaires formatted on a five-point Likert scale. The analysis was conducted using SPSS 26 and comprised descriptive statistics, validity and reliability testing, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, model fit evaluation, and hypothesis testing. The results indicate that EWOM, Digital Marketing, and Brand Image exert a positive and significant effect on customer loyalty, while Customer Satisfaction shows a negative and significant relationship. These findings suggest that TikTok Shop should enhance its EWOM and digital marketing strategies and reassess its approach to customer satisfaction.

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