Published: 2025-08-10
Analysis of the Influence of Digital Marketing Strategies on Customer Loyalty in the Tiktok E-Commerce Industry
DOI: 10.35870/ijmsit.v5i2.4642
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Abstract
This study aims to examine digital marketing strategies on customer loyalty in the e-commerce platform TikTok. The population of this study was all TikTok users aged 18–25, and according to Heir, the sample size was a minimum of 200. This study used a quantitative approach with primary data collected through an online questionnaire. Data analysis techniques included instrument testing, simple linear regression, and hypothesis testing, analyzed using SPSS 26. The t-test results indicated that digital marketing strategies had a positive and significant impact on customer loyalty. In Indonesia, TikTok has become one of the most popular social media platforms, with high penetration among the younger generation.
Keywords
Digital Marketing Strategy ; E-Commerce industry ; Customer loyalty
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 5 No. 2 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/ijmsit.v5i2.4642
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Yayuk Pratiwi Seran
Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia
Ririn Ayuandira
Digital Business Department, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia
Hendriawan Patadungan
Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia
Rima Yanti
Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia
Asti
Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia
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