DIGITAL CUSTOMER EXPERIENCE AND PRICE PERCEPTION ANALYSIS ON THE TIKTOK SHOP PLATFORM: THE IMPACT ON CONSUMER LOYALTY WITH SATISFACTION AS MODERATION
Published:
2026-08-10Downloads
Abstract
This study aims to analyze the influence of Digital Customer Experience and Price Perception on Consumer Loyalty on the TikTok Shop platform with Consumer Satisfaction as a moderation variable. The study uses a quantitative approach with a causality design. The research sample amounted to 110 respondents who were selected using the purposive sampling technique, namely TikTok Shop users who were at least 17 years old and had made purchases at least twice. The data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the study show that Digital Customer Experience does not have a significant effect on Consumer Loyalty, while Price Perception and Consumer Satisfaction have a positive and significant effect on Consumer Loyalty. In addition, Consumer Satisfaction positively moderates the relationship between Digital Customer Experience and Consumer Loyalty, as well as negatively moderates the relationship between Price Perception and Consumer Loyalty, suggesting that satisfied consumers become less price-sensitive. The novelty of this study lies in testing the role of Consumer Satisfaction as a moderation variable in the context of social commerce, and shows that Digital Customer Experience has become a hygiene factor for Generation Z so that it does not directly shape consumer loyalty.
Keywords:
Digital Customer Experience; Price Perception; Customer Satisfaction; Customer Loyalty; TikTok Shop.References
Aarabe, M., Khizzou, N. Ben, Alla, L., & Benjelloun, A. (2025). Customer Experience Management in the Tourism Sector : Insights from a Bibliometric and Thematic Analysis. 1–35.
Adhitya, W. R., Teviana, T., Sienny, Hidayat, A., & Khaira, I. (2024). Implementasi Digital Marketing Menggunakan Platform E-Commerce dan Media Sosial Terhadap Masyarakat Dalam Melakukan Pembelian. TIN: Terapan Informatika Nusantara, 5(1), 63–72. https://doi.org/10.47065/tin.v5i1.5293
Adristi, D. L., & Febrianto, G. N. (2026). Pengaruh Digital Marketing , Customer Experience , dan Service Quality terhadap Loyalitas Konsumen pada Bul Grill Resto All You Can Eat Cabang Taman Bungkul Surabaya. 4(4), 8615–8621.
Afikhah, W. M., & Sunarta. (2024). Pengaruh Harga, Fasilitas, dan Pelayanan terhadap Loyalitas Pelanggan (Studi Kasus pada Penumpang Bus Trans Jatim). https://jurnal.rumahjurnalmandalika.com/index.php/jebital/article/view/3/18
Afni Eliana Saragih, H. T. (2023). Pengaruh Komisaris Independen, Kepemilikan Institusional, Kepemilikan Manajerial dan Komite Audit Terhadap Nilai Perusahaan (Studi pada Perusahaan Manufaktur yang Terdaftar di Bursa Efek Indonesia Tahun 2017-2018). Jurnal Minfo Polgan, 12(2), 1085–1095. https://jurnal.polgan.ac.id/index.php/jmp/article/view/12584
Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826
Anom, S., & Ali, H. (2024). Pengaruh Kualitas Produk , Harga , dan Lokasi Terhadap Sistem Informasi Pemasaran. 5(3), 293–304.
Ariani, J., Simamora, V., & Pravitasari, E. (2025). Perspektif Generasi Z terhadap Pemanfaatan E-Commerce , Sosial Media , Influencer dan Testimoni. Ekonomis : Journal of Economics and Business 9(1), 267–274. https://doi.org/10.33087/ekonomis.v9i1.2047
Asakdiyah, S., Hakiki, R., & Tunjungansari, H. K. (2023). Kepuasan Pelanggan Di Era Digital : Strategi Untuk Mempertahankan Loyalitas Pelanggan Jangka Panjang. https://eprints.uad.ac.id/58674/1/Kepuasaan Pelanggan di Era Digital.pdf
Budiono, A. (2021). Pengaruh kualitas produk, persepsi harga, promosi, lokasi, kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen di rumah makan Bebek Kaleo Tebet Jakarta Selatan dimasa pandemi COVID-19. SEGMEN Jurnal Manajemen Dan Bisnis, 17(2), 223–247.
Firdaus, I. M., Kurniawati, K., Marzia, N. O., Putri, N. D., Anggraini, R. I., & Kustiawan, S. (2023). Pengaruh Social Media Usage terhadap Conspicuous Online Consumption Dimediasi oleh Self-Image Congruity, dan Self-Esteem pada Kaum Milenial di Jabodetabek. Journal of Management and Business Review, 20(2), 151–169. https://doi.org/10.34149/jmbr.v20i2.308
Firmansyah, A. (2022). Pengaruh Emotional Branding Terhadap Loyalitas Pelanggan (Studi Kasus Pelanggan Kopi Kenangan). 1, 27. https://repository.uksw.edu/handle/123456789/28100
Ghozali. (2018). Statistik Deskriptif.
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.
Hernama, & Hermawati, S. (2022). Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Ms Glow Pada Konsumen Pria Di Kota Depok. Ug Jurnal, 16(6), 50–58.
Heryanto, H., Tambun, S., Pramono, R., Priyanti, D., & Siregar, I. (2023). E-Learning quality: The role of learning technology utilization effectiveness teacher leadership and curriculum during the pandemic season in Indonesia. International Journal of Data and Network Science, 7(4), 1451–1462. https://doi.org/10.5267/j.ijdns.2023.8.017
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.05.003
Lystiawan, Yunanto, R. D., Junianto, A., & Riyanto, K. B. (2024). Analisis Kepuasan Konsumen : Perspektif Perceived Value Dan Loyalitas Di Swalayan Putra Baru 15 , Jalan Ahmad Yani No . 45 , Kota Metro , Lampung. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (Jebma), 4(2). https://doi.org/doi.org/jebma.v4n2.4028 Analisis
Naufal Mahdy Harish, Ratnaningsih, Renny Fazrin Nisa, R. A. (2022). Analisis Kopi Kenangan Dalam Memahami Perilaku Konsumen Indonesia. July, 22. https://www.researchgate.net/publication/362148924
Permatasari, nuri fitria. (2023). Analisis Pengaruh Kualitas Produk, Harga, Dan Emarketing Terhadap Minat Beli Ulang ( Survei Pada Konsumen UMKM Nana ’ s Homemade Solo , Boyolali ).
Potter, K., Olaoye, F., & Doris, L. (2024). Analyzing the Effectiveness of Personalized Marketing Strategies in Improving Customer Analyzing the Effectiveness of Personalized Marketing Strategies in Improving Customer Engagement and Loyalty. https://www.researchgate.net/publication/384637247_Analyzing_the_Effectiveness_of_Personalized_Marketing_Strategies_in_Improving_Customer_Engagement_and_Loyalty
Pravitasari, E., Azzahra, N. D., Studi, P., & Bisnis, A. (2022). Journal of Busi ness Studies. 7, 13–25.
Prayoga, S., & Ginting, A. M. (2024). Pengaruh Customer Experience, Online Sales Promotion, Customer Satisfaction, Brand Image Dan Price Terhadap Customer Loyalty Pada Brand Kategori Kecantikan Platform Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 1517–1533. https://doi.org/10.31955/mea.v8i1.3852
Purba, M., Nasution, A. P., & Harahap, A. (2023). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Reputasi Perusahaan terhadap Kepuasan Konsumen dengan Kepercayaan sebagai Variabel Moderasi. Remik. https://doi.org/10.33395/remik.v7i2.12268
Putu, N., Dewi, S., Dwika, N., Amrita, A., Mertha, G., Pratama, A., Made, N., & Anjani, D. (2025). Analisis Pengaruh Customer Experience Terhadap Loyalitas. 2, 1–10.
Rahayu, S. (2023). Strategi Pemasaran Produk Dalam Meningkatkan Kepuasan Pelanggan. Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 2(1), 109–113. https://doi.org/10.47233/jppisb.v2i1.705
Rofiudin, M., Shabry, M., & Juniarsa, N. (2022). Pengaruh Harga Dan Fitur Layanan Terhadap Minat Beli Konsumen Tokopedia Pasca Covid 19 Di Malang Raya. Inspirasi, 19(2), 721–730. file:///C:/Users/USER/Downloads/3681-8272-1-PB.pdf
Satdiah, A., Siska, E., & Indra, N. (2023). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Toko Cat De’lucent Paint. CiDEA Journal, 2(1), 24–37. https://doi.org/10.56444/cideajournal.v2i2.775
Simamora, V., Pravitasari, E., & Kasabiyah, U. R. (2024). The Moderating Role of Brand Image in the Impact of Product Quality and Product Variety on Purchase Interest The Impact of Quality Product on. 344–349. https://doi.org/10.5220/0012582000003821
Subagia, I. K. R. S., & Tirtayani, I. G. A. (2026). Pengaruh Customer Experience Terhadap Loyalitas Pelanggan Dengan E-Wom Dan Kepuasan Pelanggan Sebagai Mediasi Pada Tokopedia Di Bali. 6(3), 1132–1146.
Ulya, H., Zulkifli, Z., & Derriawan, D. (2023). Strategi Citra Merek dalam Meningkatkan Kepuasan (Studi Empiris Pelanggan Kopi Kenangan Jakarta Selatan). Ekobisman …, 7, 270–285. https://journal.univpancasila.ac.id/index.php/ekobisman/article/view/5137%0Ahttps://journal.univpancasila.ac.id/index.php/ekobisman/article/download/5137/2379
Widiartini, N. P. ., Wimba, I. G. ., & Puja, I. M. . (2023). Pengaruh Kualitas Pelayanan Terhadap Minat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Mediasi. Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 3(6), 1219–1230. https://journal.fkpt.org/index.php/JAMEK/article/view/165%0Ahttps://journal.fkpt.org/index.php/JAMEK/article/download/165/120
Yani, A. S., & Sinambela, Y. F. (2024). Pengaruh Kualitas Layanan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Moderasi di PT Sinarmas Sentra Cipta. Edunomika, 8(1), 1–7.
Zahran, M. W., Indrawijaya, S., & Amri, A. D. (2026). Pengaruh Kepercayaan, Kualitas Pelayanan Dan Kepuasan Konsumen Terhadap Keberlanjutan Usaha Berbasis Etika Bisnis Islam Pada Pt. Amanah Umat Sukses Kota Jambi. Jurnal Dinamika Manajemen, 14(2), 49–63.
License
Copyright (c) 2026 Isna Damayanti, Endyastuti Pravitasari
This work is licensed under a Creative Commons Attribution 4.0 International License.
