Analysis of the Influence of Digital Marketing Strategies on Customer Loyalty in the Tiktok E-Commerce Industry
DOI:
https://doi.org/10.35870/ijmsit.v5i2.4642Keywords:
Digital Marketing Strategy, E-Commerce industry, Customer loyaltyAbstract
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.
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