Pengaruh e-Wom, Variasi Produk dan Relationship Marketing Terhadap Loyalitas Konsumen Pada Produk Fashion Di Tiktok Shop Dengan Kepuasan Konsumen Sebagai Variabel Intervening
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https://doi.org/10.36841/jdbr.v1i2.7172
Abstrak
In the rapidly growing development of e-commerce, increasingly integrated with social media, consumer shopping behavior, particularly among the younger generation, has undergone significant changes. One of the most popular platforms is TikTok Shop, offering an interactive shopping experience through video content and real-time promotions. This study aims to examine the influence of Electronic Word of Mouth (E-WOM), product variation, and relationship marketing on consumer loyalty in purchasing fashion products via TikTok Shop, with consumer satisfaction as a mediating variable. This research employs an explanatory design with a quantitative approach. The population consists of active students at Abdurachman Saleh University (UNARS) Situbondo who have purchased fashion products via TikTok Shop. The sampling technique used was random sampling. Data were analyzed using IBM SPSS Statistics 22 and Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2. The results indicate that relationship marketing and product variation have a significant positive effect on consumer loyalty, both directly and indirectly through consumer satisfaction. In contrast, E-WOM does not significantly affect consumer satisfaction but still has a direct effect on consumer loyalty. These findings suggest that product variation and the quality of interaction between sellers and consumers play a greater role in fostering loyalty compared to information from third parties. Consumer satisfaction partially mediates the relationship between the independent variables and loyalty. The implications recommend that fashion sellers on TikTok Shop enhance communication quality, align product variations with market preferences, and build long-term relationships with consumers to create sustainable loyalty.
Referensi
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Chevalier, J. A., dan Mayzlin, D. 2006. The effect of word of mouth on sales: Online book reviews. New York: Journal of Marketing Research. Volume 43(3). https://doi.org/10.1509/jmkr.43.3.345
Cravens, D. W., dan Piercy, N. F. 2009. Strategic Marketing (Edisi ke-9). New York: McGraw-Hill.
Egan, J. 2008. Relationship Marketing: Exploring Relational Strategies in Marketing. (3rd ed.). Harlow: Pearson Education.
Faizatin F., Hamdun E. K., Anshory M. A. 2023. Citra Merk Dan Harga, Dalam Membangun Kepuasan Konsumen Serta Dampaknya Terhadap Loyalitas Pelanggan Pada Toko Somaya Di Kabupaten Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 2(11). https://doi.org/10.36841/jme.v2i11.3729
Ghozali, I. 2013. Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.
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Goyette, I., Ricard, L., Bergeron, J., dan Marticotte, F. 2010. e-WOM Scale: Word-of-mouth measurement scale for e-services context. Toronto: Canadian Journal of Administrative Sciences.Volume 27(1). https://doi.org/10.1002/cjas.129
Griffin, J. 2005. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Grönroos, C. 2007. Service Management and Marketing: Customer Management in Service Competition. Hoboken: John Wiley dan Sons.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., dan Gremler, D. D. 2008. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Chicago: Journal of Interactive Marketing. Volume 18(1). https://doi.org/10.1002/dir.10073
Henseler, J., & Sarstedt, M. 2013. Goodness-of-fit indices for partial least squares path modeling. Computational Statistics. Springer: Heidelberg. Volume 28(2). https://doi.org/10.1007/s00180-012-0317-1
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Lovelock, C., dan Wirtz, J. 2011. Services Marketing: People, Technology, Strategy (7th ed.). Upper Saddle River, NJ: Pearson Education.
Maulidayanti E. B., Wahyuni E., Syahputra H. (2025). Pengaruh Harga, Lokasi dan Fasilitas Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variable Intervening Di Beach Forest Klatakan Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 4(3). https://doi.org/10.36841/jme.v4i3.6519
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Oktapiani, A. A. dan Anggraini, T. 2022. Pengaruh Relationship Marketing, Comporate Image dan Syariah Compliance Terhadap Loyalitas Nasabah dengan Kepuasan Nasabah Sebagai Variabel Intervening Pada PT BSI KCP Gunung Tua. Jurnal Ilmiah Ekonomi Islam. Fakultas Ekonomi Dan Bisnis Islam Institut Agama Islam Negeri Sumatera Utara. Volume 8 (3). https://doi.org/10.29040/jiei.v8i3.6803
Palmatier, R. W., Dant, R. P., Grewal, D., dan Evans, K. R. 2006. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Chicago: American Marketing Association.
Piller, F. T., dan Tseng, M. M. (Eds.). 2010. The Customer Centric Enterprise: Advances in Mass Customization and Personalization. Berlin: Springer.
Porter, M. E. 2008. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
Purnomo, B. 2017. Statistika untuk Penelitian Sosial dan Bisnis. Jakarta: Prenada Media.
Ramadhanti A. A., Tulhusnah L., Ediyanto E. 2024. Pengaruh Kualitas Pelayanan, Keragaman Produk Dan Suasana Toko Dalam Menentukan Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Toko Kosmetik Somaya Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 3(1). https://doi.org/10.36841/jme.v3i1.4781
Rifa'i, K. 2021. Kepuasan Konsumen. Jember: UIN KHAS Jember Press.
Sari P. A. P., Wahyuni I., Ediyanto E. 2024. Pengaruh Keragaman Produk, Fasilitas Dan E-Wom Terhadap Kepuasan Konsumen Pada Cafe Fortuna Dengan Keputusan Pembelian Sebagai Variabel Intervening. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 3(6). https://doi.org/10.36841/jme.v3i6.5033
Schiffman, L. G., dan Wisenblit, J. 2015. Consumer Behavior (11th ed.). New Jersey: Pearson.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan RdanD. Bandung: Alfabeta.
Supranto, J. 2019. Statistik Teori dan Aplikasi. Jakarta: Mitra Wacana Media.
Tjiptono, F. 2005. Service, Quality and Satisfaction (Edisi Kedua). Yogyakarta: Andi.
Tjiptono, F. 2014. Manajemen Pemasaran Jasa. Yogyakarta: Andi.
Tjiptono, F. 2015. Strategi Pemasaran (edisi ke-4). Yogyakarta: Andi Offset.
Tjiptono, F., dan Diana, A. 2022. Manajemen dan Strategi Kepuasan Pelanggan. Yogyakarta: Penerbit Andi.
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Verhoef, P. C. 2009. Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. New York: Journal of Marketing.
Wahida S. E., Arief M. Y. (2023) Pengaruh Variasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening Di Anita Café Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 2(8). https://doi.org/10.36841/jme.v2i8.3574
Yasmin, F., dan Kurniawan, T. 2011. Structural Equation Modeling (SEM) dalam Penelitian Ilmu Sosial. Bandung: Alfabeta.
Zeithaml, V. A., Bitner, M. J., dan Gremler, D. D. 2017. Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). New York: McGraw-Hill.
Zikmund, W. G. 2010. Business Research Methods. Mason: South-Western Cengage Learning
Arikunto, S. 2013. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Cheung, C. M. K., dan Thadani, D. R. 2012. The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Amsterdam: Elsevier.Volume 54(1). https://doi.org/10.1016/j.dss.2012.06.008
Chevalier, J. A., dan Mayzlin, D. 2006. The effect of word of mouth on sales: Online book reviews. New York: Journal of Marketing Research. Volume 43(3). https://doi.org/10.1509/jmkr.43.3.345
Cravens, D. W., dan Piercy, N. F. 2009. Strategic Marketing (Edisi ke-9). New York: McGraw-Hill.
Egan, J. 2008. Relationship Marketing: Exploring Relational Strategies in Marketing. (3rd ed.). Harlow: Pearson Education.
Faizatin F., Hamdun E. K., Anshory M. A. 2023. Citra Merk Dan Harga, Dalam Membangun Kepuasan Konsumen Serta Dampaknya Terhadap Loyalitas Pelanggan Pada Toko Somaya Di Kabupaten Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 2(11). https://doi.org/10.36841/jme.v2i11.3729
Ghozali, I. 2013. Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. 2018. Aplikasi Analisis Multivariate dengan Program Smart PLS 3.2 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., dan Marticotte, F. 2010. e-WOM Scale: Word-of-mouth measurement scale for e-services context. Toronto: Canadian Journal of Administrative Sciences.Volume 27(1). https://doi.org/10.1002/cjas.129
Griffin, J. 2005. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Grönroos, C. 2007. Service Management and Marketing: Customer Management in Service Competition. Hoboken: John Wiley dan Sons.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., dan Gremler, D. D. 2008. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Chicago: Journal of Interactive Marketing. Volume 18(1). https://doi.org/10.1002/dir.10073
Henseler, J., & Sarstedt, M. 2013. Goodness-of-fit indices for partial least squares path modeling. Computational Statistics. Springer: Heidelberg. Volume 28(2). https://doi.org/10.1007/s00180-012-0317-1
Huang, Z., dan Benyoucef, M. 2013. From e-Commerce to Social Commerce: A Close Look at Design Features. Amsterdam: Elsevier.
Keller, K. L. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Boston: Pearson.
Kotler, P. 2008. Manajemen Pemasaran (Edisi 12). Jakarta: Erlangga.
Kotler, P., dan Armstrong, G. 2018. Principles of Marketing (17th ed.). New Jersey: Pearson Education.
Kotler, P., dan Keller, K. L. 2009. Marketing Management. (Edisi 13). Jakarta: Erlangga.
Kotler, P., dan Keller, K. L. 2016. Marketing Management (15th ed.). New Jersey: Pearson Education.
Kumar, V., dan Reinartz, W. 2016. Creating and Managing Customer Value. Berlin: Springer.
Kumar, V., dan Reinartz, W. 2016. Customer Relationship Management: Concept, Strategy, and Tools. Berlin: Springer.
Lamb, C. W., Hair, J. F., dan McDaniel, C. 2019. MKTG (12th ed.). Boston: Cengage Learning.
Litvin, S. W., Goldsmith, R. E., dan Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. London: Tourism Management.
Lovelock, C., dan Wirtz, J. 2011. Services Marketing: People, Technology, Strategy (7th ed.). Upper Saddle River, NJ: Pearson Education.
Maulidayanti E. B., Wahyuni E., Syahputra H. (2025). Pengaruh Harga, Lokasi dan Fasilitas Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variable Intervening Di Beach Forest Klatakan Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 4(3). https://doi.org/10.36841/jme.v4i3.6519
Nawastuti, N. dan Irmawati. 2023. Pengaruh Influencer dan E-WOM terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan sebagai Variabel Mediasi Pada Pelanggan TikTok Shop. Jurnal Informatika Ekonomi Bisnis, Universitas Muhammadiyah Surakarta. Volume 5(4). https://doi.org/10.37034/infeb.v5i4.735
Nazir, M. 2013. Metode Penelitian. Bogor: Ghalia Indonesia.
Nugroho, S., dan Suryani, T. 2020. Dinamika Konsumen di Era Digital. Yogyakarta: Andi.
Oktapiani, A. A. dan Anggraini, T. 2022. Pengaruh Relationship Marketing, Comporate Image dan Syariah Compliance Terhadap Loyalitas Nasabah dengan Kepuasan Nasabah Sebagai Variabel Intervening Pada PT BSI KCP Gunung Tua. Jurnal Ilmiah Ekonomi Islam. Fakultas Ekonomi Dan Bisnis Islam Institut Agama Islam Negeri Sumatera Utara. Volume 8 (3). https://doi.org/10.29040/jiei.v8i3.6803
Palmatier, R. W., Dant, R. P., Grewal, D., dan Evans, K. R. 2006. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Chicago: American Marketing Association.
Piller, F. T., dan Tseng, M. M. (Eds.). 2010. The Customer Centric Enterprise: Advances in Mass Customization and Personalization. Berlin: Springer.
Porter, M. E. 2008. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
Purnomo, B. 2017. Statistika untuk Penelitian Sosial dan Bisnis. Jakarta: Prenada Media.
Ramadhanti A. A., Tulhusnah L., Ediyanto E. 2024. Pengaruh Kualitas Pelayanan, Keragaman Produk Dan Suasana Toko Dalam Menentukan Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Toko Kosmetik Somaya Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 3(1). https://doi.org/10.36841/jme.v3i1.4781
Rifa'i, K. 2021. Kepuasan Konsumen. Jember: UIN KHAS Jember Press.
Sari P. A. P., Wahyuni I., Ediyanto E. 2024. Pengaruh Keragaman Produk, Fasilitas Dan E-Wom Terhadap Kepuasan Konsumen Pada Cafe Fortuna Dengan Keputusan Pembelian Sebagai Variabel Intervening. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 3(6). https://doi.org/10.36841/jme.v3i6.5033
Schiffman, L. G., dan Wisenblit, J. 2015. Consumer Behavior (11th ed.). New Jersey: Pearson.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan RdanD. Bandung: Alfabeta.
Supranto, J. 2019. Statistik Teori dan Aplikasi. Jakarta: Mitra Wacana Media.
Tjiptono, F. 2005. Service, Quality and Satisfaction (Edisi Kedua). Yogyakarta: Andi.
Tjiptono, F. 2014. Manajemen Pemasaran Jasa. Yogyakarta: Andi.
Tjiptono, F. 2015. Strategi Pemasaran (edisi ke-4). Yogyakarta: Andi Offset.
Tjiptono, F., dan Diana, A. 2022. Manajemen dan Strategi Kepuasan Pelanggan. Yogyakarta: Penerbit Andi.
Trishananto, Y. 2021. Pengaruh Kepuasan terhadap Loyalitas pada Pembelian Produk Fashion Muslim Melalui Marketplacec Shopee. Jurnal of Applied Islamic Economics and Finance. Fakultas Ekonomi dan Bisnis Islam. Institut Agama Islam Negeri Salatiga. Volume 1(3). https://doi.org/10.35313/jaief.v1i3.2613
Verhoef, P. C. 2009. Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. New York: Journal of Marketing.
Wahida S. E., Arief M. Y. (2023) Pengaruh Variasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening Di Anita Café Situbondo. Jurnal Mahasiswa Enterpreneur. Fakultas Ekonomi dan Bisnis. Universitas Abdurachman Saleh Situbondo. Volume 2(8). https://doi.org/10.36841/jme.v2i8.3574
Yasmin, F., dan Kurniawan, T. 2011. Structural Equation Modeling (SEM) dalam Penelitian Ilmu Sosial. Bandung: Alfabeta.
Zeithaml, V. A., Bitner, M. J., dan Gremler, D. D. 2017. Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). New York: McGraw-Hill.
Zikmund, W. G. 2010. Business Research Methods. Mason: South-Western Cengage Learning
Diterbitkan
2024-12-31
##submission.howToCite##
ESA PUTRA, Ahmat Agung; WAHYUNI, Ika; ANSHORY, Muhammad Iqbal.
Pengaruh e-Wom, Variasi Produk dan Relationship Marketing Terhadap Loyalitas Konsumen Pada Produk Fashion Di Tiktok Shop Dengan Kepuasan Konsumen Sebagai Variabel Intervening.
Bahasa Inggris, [S.l.], v. 1, n. 2, p. 25-40, des. 2024.
Tersedia pada: <https://unars.ac.id/ojs/index.php/JDBR/article/view/7172>. Tanggal Akses: 06 des. 2025
doi: https://doi.org/10.36841/jdbr.v1i2.7172.
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