Content Marketing, E-Brand Experience, and Brand Image on TikTok Tokopedia Content on brand loyalty Generation Z
Content Marketing, E-Brand Experience, dan Brand Image pada Konten TikTok Tokopedia terhadap brand loyalty generasi Z
DOI:
https://doi.org/10.21070/ups.11785Keywords:
Content Marketing, E-Brand Experience, Brand Image, Brand LoyaltyAbstract
This study analyzes the influence of content marketing, e-brand experience, and brand image on TikTok Tokopedia content on brand loyalty among Generation Z. The rapid transformation of digital technology has intensified e-commerce competition, making long-term brand loyalty difficult to maintain. Using a quantitative approach and descriptive methods, this study gathered data via purposive sampling from 96 TikTok Tokopedia users in Surabaya Raya. Data collected through a Likert scale questionnaire were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method via SmartPLS for outer and inner model testing. The scientific findings indicate that e-brand experience and brand image have a significant positive influence on brand loyalty, while content marketing does not show a significant influence
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