The Effect of Brand Trust and Perceived Risk on Customer Loyalty Mediated by Customer Satisfaction (A Study of Daviena Skincare Customers on TikTok Shop)
Pengaruh Brand Trust dan Percevied Risk Terhadap Loyalty di Mediasi Oleh Kepuasan Pelanggan (studi pada pelanggan Daviena Skincare TikTok shop)
DOI:
https://doi.org/10.21070/ups.10038Keywords:
Brand Trust, Percevied Risk, Customer Satisfaction, loyaltyAbstract
The development of social media and e-commerce, specifically TikTok Shop, has fueled competition in the local skincare industry in Indonesia. The purpose of this study is to analyze the effect of brand trust and perceived risk on customer loyalty, customer satisfaction as a mediator, for Daviena Skincare products distributed by TikTok Shop. The issue of product overclaims present in the marketing of skincare products, specifically for Indonesia, generally, and for Daviena Skincare, in particular, contributed to consumer uncertainty, which can hamper brand trust, perceived risk, and customer loyalty. The approach and strategy for this study are quantitative, specifically represented by surveys, with 150 respondents who are customers of Daviena Skincare, having transacted at least twice at TikTok Shop. The findings from this study show that brand trust and perceived risk affected customer satisfaction on TikTok Shop, customer satisfaction affected customer loyalty, and brand trust and perceived risk affected customer loyalty.
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