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

Yayuk Pratiwi Seran, Ririn Ayuandira, Hendriawan Patadungan, Rima Yanti, Asti
  • Yayuk Pratiwi Seran: Universitas Kurnia Jaya Persada
  • Ririn Ayuandira: Universitas Kurnia Jaya Persada
  • Hendriawan Patadungan: Universitas Kurnia Jaya Persada
  • Rima Yanti: Universitas Kurnia Jaya Persada
  • Asti: Universitas Kurnia Jaya Persada

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

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Pratiwi Seran, Y., Ayuandira, R., Patadungan, H., Yanti, R., & Asti, A. (2025). Analysis of the Influence of Digital Marketing Strategies on Customer Loyalty in the Tiktok E-Commerce Industry. International Journal of Management Science and Information Technology, 5(2), 356-361. https://doi.org/10.35870/ijmsit.v5i2.4642

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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.

  • Issue: Vol. 5 No. 2 (2025)

  • Section: Articles

  • Published: August 10, 2025

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Author Biographies
Yayuk Pratiwi Seran
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Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia

Ririn Ayuandira
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Digital Business Department, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia

Hendriawan Patadungan
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Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia

Rima Yanti
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Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia

Asti
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Department of Retail Management, Faculty of Social Sciences and Humanities, Universitas Kurnia Jaya Persada, Palopo City, South Sulawesi Province, Indonesia

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