Beyond Viral Content: How Product Quality and Trust Affects Customer Loyalty in TikTok Shop

Abstract

Empirical studies related to loyalty are always an interesting topic because there are still many gaps found from previous research, especially if it is related to the Tiktok shop platform. The subjects of this study were 150 Tiktok shop users who had made at least 2 purchases through the Tiktok shop platform. The method used in this study is a quantitative method with structural equation modeling (SEM). The data processing used is Smart-PLS. The finding shows that product quality and trust have a direct and indirect effect towards loyalty through customer satisfaction, and customer satisfaction has a positive and significant effect towards loyalty. The practical implications that can be done are that Tiktok shop can carry out a regular screening process to maintain the product quality which offered and optimize the customer service.