Integrasi Relationship Marketing dan Digital Engagement dalam Membentuk Loyalitas Penggunaan Platform Media Tiktok melalui Mediasi Customer Satisfaction: Pendekatan PLS-SEM dan Necessary Condition Analysis di Warung Bebek Pinggir Embung. Sleman. Daerah Istimewa Yogyakarta

Nabila Fadhila Rahma; Purwoko Purwoko; Fitroh Adhilla

doi:10.69693/ijmst.v4i3.12642

Authors

Nabila Fadhila Rahma Universitas Ahmad Dahlan
Purwoko Purwoko Universitas Ahmad Dahlan
Fitroh Adhilla Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12642

Keywords:

Relationship Marketing, Digital Engagement, Customer Satisfaction, Customer Loyalty, Tik Tok

Abstract

Perkembangan platform media Tik tok telah mengubah pola interaksi antara institusi keuangan dan nasabah, tetapi peningkatan

penggunaan teknologi digital belum otomatis menjamin terbentuknya loyalitas pelanggan. Nasabah mempertimbangkan kemudahan layanan digital, membutuhkan hubungan yang terpercaya, pengalaman positif, dan nilai yang berkelanjutan. Penelitian ini bertujuan menganalisis pengaruh relationship marketing dan digital engagement dalam membentuk loyalitas pelangan menggunakan Tik Tok dengan menempatkan customer satisfaction sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 270 pengguna. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 5.0 dan dilengkapi dengan Necessary Condition Analysis (NCA) untuk mengidentifikasi faktor yang menjadi kondisi utama dalam pembentukan loyalitas pelanggan. Hasil simulasi pengolahan data menunjukkan bahwa relationship marketing berpengaruh positif terhadap customer satisfaction (β=0,382; p<0,001) dan customer loyalty (β=0,221; p<0,05). Digital engagement juga terbukti meningkatkan customer satisfaction (β=0,417; p<0,001) dan customer loyalty (β=0,194; p<0,05). Selanjutnya, customer satisfaction memiliki pengaruh paling kuat terhadap loyalitas pelanggan (β=0,486; p<0,001) dan terbukti memediasi hubungan antara variabel independen dan loyalitas. Hasil NCA menunjukkan bahwa kepuasan pelanggan dan keterlibatan digital merupakan kondisi utama yang harus dipenuhi untuk mencapai tingkat loyalitas yang tinggi. Penelitian ini menyimpulkan bahwa loyalitas pelanggan warung bebek pinggir embung ketika menggunakan tik tok sebagai promosi terbentuk melalui kombinasi hubungan relasional dan pengalaman digital yang diperkuat oleh kepuasan pelanggan.

References

Ahmed, R.R., Streimikiene, D., Channar, Z.A., Soomro, R.H. and Streimikis, J. (2021), “E-Banking customer satisfaction and loyalty: evidence from serial mediation through modified E-S-QUAL model and second-order PLS-SEM”, Inzinerine Ekonomika-Engineering Economics, Vol. 32 No. 5, pp. 407-421, doi: 10.5755/j01.ee.32.5.28997.lektrika, 16(3). https://doi.org/10.17529/jre.v16i3.16502

Alamoudi, H., Glavee-Geo, R., Alharthi, M., Doszhan, R. and Suyunchaliyeva, M.M. (2025), “Exploring trust and outcome expectancy in Fintech digital payments: insights from the stimulus-organism-response model”, International Journal of Bank Marketing, Vol. 43 No. 4, pp. 897-919, doi: 10.1108/ijbm-04-2024-0252.

Chikazhe, L., Makanyeza, C. and Chigunhah, B. (2021), “Understanding mediators and moderators of the effect of customer satisfaction on loyalty”, Cogent Business and Management, Vol. 8 No. 1, 1922127, doi: 10.1080/23311975.2021.1922127.

Dul, J. (2020), Conducting Necessary Condition Analysis, Sage Publications, London.

Dul, J., Hauff, S. and Bouncken, R.B. (2023), “Necessary condition analysis (NCA): review of research topics and guidelines for good practice”, Review of Managerial Science, Vol. 17 No. 2, pp. 683-714, doi: 10.1007/s11846-023-00628-x.

Guido, G., Pichierri, M., Rizzo, C., Chieffi, V. and Moschis, G. (2021), “Information processing by elderly consumers: a five-decade review”, Journal of Services Marketing, Vol. 35 No. 1,pp. 14-28, doi: 10.1108/JSM-09-2019-0368.

Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P. and Ray, S. (2021), “An introduction to structural equation modeling”, in Partial Least Squares Structural Equation Modeling (PLSSEM) Using R, Springer, Cham, doi: 10.1007/978-3-030-80519-7_4.

Hasselwander, M. (2025), “Who wants to use transport super apps? Insights from combined PLS-SEM and NCA methods”, Transportation Research Part F: Traffic Psychology and Behaviour,Vol. 113, pp. 1-13, doi: 10.1016/j.trf.2025.04.018.

Hauff, S., Richter, N.F., Sarstedt, M. and Ringle, C.M. (2024), “Importance and performance in PLSSEM and NCA: introducing the combined importance-performance map analysis (cIPMA)”, Journal of Retailing and Consumer Services, Vol. 78, 103723, doi: 10.1016/ j.jretconser.2024.103723.

Holloway, S. (2025), Adapting Marketing Strategies to Evolving Consumer Preferences: the Role of Supply Chain Flexibility (February 12, 2025), SSRN, available at: https://ssrn.com/ abstract55135313

Koay, K.Y., Cheah, C.W. and Chang, Y.X. (2022), “A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches”, British Food Journal, Vol. 124 No. 12, pp. 4516-4532, doi: 10.1108/bfj-102021-1169.

Kumar, S., Xiao, J.J., Pattnaik, D., Lim, W.M. and Rasul, T. (2022), “Past, present and future of bank marketing: a bibliometric analysis of international journal of bank marketing (1983-2020)”, International Journal of Bank Marketing, Vol. 40 No. 2, pp. 341-383, doi: 10.1108/ijbm-072021-0351.

Manyanga, W., Makanyeza, C. and Muranda, Z. (2022), “The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: the moderating role of consumer demographics”, Cogent Business and Management, Vol. 9 No. 1, 2082015, doi: 10.1080/ 23311975.2022.2082015.

Moon, J.H., Lee, S.T. and Lee, Y.K. (2025), “Impacts of general agents’ customer relationship-building behaviors on trust, satisfaction, and renewal intention: a PLS-SEM and NCA approach”, Acta Psychologica, Vol. 258, 105162, doi: 10.1016/j.actpsy.2025.105162.

Mostafa, R.B. (2020), “Mobile banking service quality: a new avenue for customer value co-creation”, International Journal of Bank Marketing, Vol. 38 No. 5, pp. 1107-1132, doi: 10.1108/ijbm-112019-0421.

Nawaz, S., Jiang, Y., Alam, F. and Nawaz, M.Z. (2020), “Role of brand love and consumers’ demographics in building consumer–brand relationship”, Sage Open, Vol. 10 No. 4, doi: 10.1177/2158244020983005.

Sukhov, A., Olsson, L.E. and Friman, M. (2022), “Necessary and sufficient conditions for attractive public transport: combined use of PLS-SEM and NCA”, Transportation Research Part A: Policy and Practice, Vol. 158, pp. 239-250, doi: 10.1016/j.tra.2022.03.012.

Shaikh, A.A., Alamoudi, H., Alharthi, M. and Glavee-Geo, R. (2022), “Advances in mobile financial services: a review of the literature and future research directions”, International Journal of Bank Marketing, Vol. 41 No. 1, pp. 1-33, doi: 10.1108/IJBM-06-2021-0230.

Shankar, A., Tiwari, A.K. and Gupta, M. (2022), “Sustainable mobile banking application: a text mining approach to explore critical success factors”, Journal of Enterprise Information Management, Vol. 35 No. 2, pp. 414-428, doi: 10.1108/jeim-10-2020-0426.

Trabelsi-Zoghlami, A., Berraies, S. and Yahia, K.B. (2020), “Service quality in a mobile-banking applications context: do users’ age and gender matter?”, Total Quality Management and Business Excellence, Vol. 31 Nos 15-16, pp. 1639-1668, doi: 10.1080/14783363.2018.1492874.

Xia, L., Xu, Y., Zhang, Y., Jiang, H. and Cui, B. (2024), “Impact of airline social media marketing on purchase intention: evidence from China using PLS-SEM”, Transport Economics and Management, Vol. 2, pp. 249-262, doi: 10.1016/j.team.2024.09.003.nal Rekayasa Elektrika, 16(3). https://doi.org/10.17529/jre.v16i3.16502