Brand Trust dan Service Quality terhadap Customer Loyalty Gen Z TikTok Shop

Busra Nur Hamida

doi:10.31004/riggs.v5i2.13449

Authors

Busra Nur Hamida Universitas PGRI Semarang

DOI:

https://doi.org/10.31004/riggs.v5i2.13449

Keywords:

Brand Trust, Service Quality, Customer Satisfaction, Customer Loyalty, Generasi Z, TikTok Shop

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Trust dan Service Quality terhadap Customer Loyalty serta menguji peran Customer Satisfaction sebagai variabel mediasi pada pengguna TikTok Shop Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada pengguna TikTok Shop dari Generasi Z. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Brand Trust berpengaruh positif dan signifikan terhadap Customer Loyalty dan Customer Satisfaction. Service Quality juga berpengaruh positif dan signifikan terhadap Customer Loyalty dan Customer Satisfaction. Selanjutnya, Customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Loyalty. Hasil pengujian mediasi menunjukkan bahwa Customer Satisfaction mampu memediasi pengaruh Service Quality dan Brand Trust terhadap Customer Loyalty. Temuan ini menunjukkan bahwa kepercayaan dan kualitas layanan berperan dalam membentuk loyalitas pengguna, baik secara langsung maupun melalui kepuasan yang terbentuk dari pengalaman berbelanja pada TikTok Shop.

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