THE INFLUENCE OF SHORT VIDEO MARKETING ACTIVITIES ON TIKTOK SHOP AND CUSTOMER EXPERIENCE ON CUSTOMER RELATIONSHIP QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY IN THE FASHION INDUSTRY
Abstract
This study aims to analyze the influence of short video marketing activities on TikTok and customer experience on customer relationship quality, as well as their impact on customer loyalty in the fashion industry on TikTok Shop. A quantitative approach was employed using a survey method involving 250 Gen Z respondents in Jakarta who actively shop for fashion products through TikTok Shop. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (SEM-PLS) technique. The results show that short video marketing activities and customer experience have a positive and significant effect on customer relationship quality. Furthermore, customer relationship quality also has a significant effect on customer loyalty. In addition, short video marketing activities and customer experience were found to directly influence customer loyalty. These findings offer practical implications for fashion industry players in designing effective digital marketing strategies that focus on enhancing customer experience and relationships to foster long-term loyalty.
References
Adirassaty, A., & Hubbansyah, A. K. (2024). Pengaruh Social Media Marketing Terhadap Loyalitas Konsumen Tiktok Shop Melalui Brand Image Pada Generasi Z. Gudang Jurnal Multidisiplin Ilmu, 2(7), 138 142. https://doi.org/10.59435/gjmi.v2i7.572
Ameylda, N., Fachril, F., & Husen, S. (2025). Kualitas Informasi Terhadap Loyalitas Pelanggan Tiktok Shop dengan Kepuasan Konsumen Sebagai Variable Intervening. Advances in Research, 3(3), 622 635. https://doi.org/10.60079/amfr.v3i3.570
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79 95. https://doi.org/10.1007/s11747-019-00695-1
Curatman, A., & Suroso, A. (2020). Program Loyalitas Pelanggan. Deepublish.
Diamantopoulos, A., & Siguaw, J. A. (2000). Introducing LISREL: A guide for the uninitiated. SAGE Publications. https://doi.org/10.4135/9781849209359
Djafarova, E., & Bowes, T. (2021). “Instagram made me buy it”: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Dong, X., Liu, H., Xi, N., Liao, J., & Yang, Z. (2023). Short video marketing: what, when and how short-branded videos facilitate consumer engagement. Internet Research, 34(3), 1104 1128. https://doi.org/10.1108/INTR-02-2022-0121
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21 40. https://doi.org/10.1108/IJQSS-07-2016-0048
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Islam, M. A., & Rahman, Z. (2023). Customer engagement and loyalty in social commerce: The role of value co-creation. Journal of Retailing and Consumer Services, 70, 103190. https://doi.org/10.1016/j.jretconser.2022.103190
Kang, J., & Park, M. (2020). Impact of social media influencers on consumer purchase intention and loyalty in fashion products. Journal of Retailing and Consumer Services, 52, 101923. https://doi.org/10.1016/j.jretconser.2019.101923
Kim, Y. K., & Peterson, R. A. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44 54. https://doi.org/10.1016/j.intmar.2017.01.001
Kumar, A., & Dash, S. (2023). Examining drivers of social commerce adoption among young consumers. Journal of Retailing and Consumer Services, 71, 103196. https://ideas.repec.org/a/ers/ijfirm/v13y2023i4p118-126.html
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69 96. https://doi.org/10.1509/jm.15.0420
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Computers in Human Behavior, 101, 168–176. https://doi.org/10.1016/j.chb.2019.07.032
McCormick, H., & Livett, C. (2012). Analysing the influence of social media on fashion consumers. Journal of Fashion Marketing and Management, 16(4), 426–438. https://doi.org/10.1108/13612021211265863
McLean, G., Al-Nabhani, K., & Wilson, A. (2020). Developing a digital customer experience framework for the retail industry. Journal of Retailing and Consumer Services, 55, 102056. https://doi.org/10.1016/j.jretconser.2020.102056
Montag, C., Yang, H., & Elhai, J. D. (2021). On the psychology of TikTok use: A first glimpse from empirical findings. Frontiers in Public Health, 9, 641673. https://doi.org/10.3389/fpubh.2021.641673
Musarofah, S., Askar, B. M., & Sya'adah, U. (2022). Kualitas Layanan, Nilai yang Diterima, dan Loyalitas Pelanggan: Kepuasan Pelanggan sebagai Mediator. Jurnal Media Komunikasi Ilmu Ekonomi, 39(2), 106-117.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. McGraw-Hill.
Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok use. International Journal of Interactive Mobile Technologies, 14(04), 121–137. https://doi.org/10.3991/ijim.v14i04.12429
Sharma, D., & Singh, B. (2023). Understanding the Relationship Between Customer Satisfaction, Customer Engagement and Repeat Purchase Behaviour. Vision: The Journal of Business Perspective, 27, 097226292199259. https://doi.org/10.1177/0972262921992593
Vanden Abeele, M. M. P., Van Rooij, A. J., & De Marez, L. (2022). Short-form video use and its impact on attention and engagement among youth. Computers in Human Behavior, 134, 107297. https://doi.org/10.1016/j.chb.2022.107297
Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269 280. https://doi.org/10.1016/j.jbusres.2017.04.014
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement in social commerce. Journal of Retailing and Consumer Services, 54, 102002. https://ideas.repec.org/a/eee/jbrese/v117y2020icp543-556.html
Xu, H., & Pratt, S. (2018). Social media influencers and consumer engagement: A study of the impact on purchase decisions. Tourism Management, 66, 386–396. https://doi.org/10.1016/j.tourman.2017.11.006
Zhang, K., Zhao, S., & Xu, H. (2022). How social commerce builds customer loyalty: The roles of trust, perceived value, and social interaction. Information & Management, 59(8), 103677. https://doi.org/10.1016/j.im.2022.103677
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2022). The impact of live-streaming commerce on purchase intention: A TikTok perspective. Electronic Commerce Research and Applications, 54, 101190. https://doi.org/10.1016/j.elerap.2022.101190
