Personalisasi Iklan Digital, Online Review Dan Customer Engagement Terhadap Brand Loyalty Produk Skintific Dengan Privacy Concern Sebagai Moderating Pada Pengguna Aplikasi Tiktok Shop

Melanie Putria Dewita Sari; Arifah Hidayati; Veny Puspita

doi:10.69693/ijmst.v4i2.9756

Authors

Melanie Putria Dewita Sari Universitas Prof. Dr. Hazairin, SH Bengkulu
Arifah Hidayati Universitas Prof. Dr. Hazairin, SH Bengkulu
Veny Puspita Universitas Prof. Dr. Hazairin, SH Bengkulu

DOI:

https://doi.org/10.69693/ijmst.v4i2.9756

Keywords:

Personalisasi Iklan Digital, Online Review, Customer Engagement, Brand Loyalty, Privacy Concern, Tiktok Shop, Skintific

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Personalisasi Iklan Digital, Online Review, dan Customer Engagement terhadap Brand Loyalty produk Skintific, dengan Privacy Concern sebagai variabel moderasi pada pengguna aplikasi TikTok Shop di Kota Bengkulu. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatif (asosiatif kausal). Data dikumpulkan melalui kuesioner daring kepada 190 responden yang merupakan pengguna aktif TikTok Shop di Kota Bengkulu dan pernah membeli produk Skintific. Pengambilan sampel menggunakan teknik non-probability purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui perangkat lunak SmartPLS 4. Hasil uji validitas dan reliabilitas menunjukkan bahwa seluruh indikator memiliki nilai outer loading di atas 0,700, nilai AVE di atas 0,500, dan composite reliability di atas 0,900. Nilai R-Square sebesar 0,829 menunjukkan bahwa 82,9% variasi Brand Loyalty dapat dijelaskan oleh variabel dalam model. Hasil pengujian hipotesis menunjukkan bahwa Personalisasi Iklan Digital (T-statistics = 3,587; P-value = 0,000), Online Review (T-statistics = 3,556; P-value = 0,000), dan Customer Engagement (T-statistics = 2,066; P-value = 0,019) masing-masing berpengaruh positif dan signifikan terhadap Brand Loyalty, serta ketiganya secara simultan berpengaruh signifikan (T-statistics = 2,009; P-value = 0,022). Sebaliknya, Privacy Concern terbukti tidak mampu memoderasi hubungan antara ketiga variabel independen terhadap Brand Loyalty, dengan nilai P-value moderasi masing-masing sebesar 0,334, 0,178, dan 0,282. Temuan ini mengindikasikan bahwa loyalitas merek pada platform TikTok Shop lebih dominan didorong oleh relevansi konten, validasi sosial ulasan, dan interaksi digital aktif dibandingkan kekhawatiran pengguna terhadap privasi.

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