Pengaruh Promosi Media Tiktok dan Kualitas Produk Terhadap Loyalitas Pelanggan pada UMKM Fashion (Study Kasus Toko Furiex Kec. Cihampelas Kab. Bandung Barat)

Abstract

This study was motivated by the low level of customer loyalty at Furiex Store, a fashion micro, small, and medium enterprise (MSME) located in Cihampelas District, West Bandung Regency. Although Furiex Store has utilized TikTok as a promotional platform and gained considerable online popularity, this has not been sufficient to enhance customer loyalty. This study employed a quantitative approach using descriptive and verificative research methods. The descriptive analysis revealed that the TikTok Social Media Promotion variable obtained an average percentage score of 67.3%, Product Quality 65.1%, and Customer Loyalty 64.8%, all of which were classified as strong. The partial hypothesis test indicated that TikTok Social Media Promotion had a positive and significant effect on Customer Loyalty (t = 6.383; p < .001). Similarly, Product Quality had a positive and significant effect on Customer Loyalty (t = 3.577; p = .001). The simultaneous hypothesis test demonstrated that TikTok Social Media Promotion and Product Quality jointly had a positive and significant effect on Customer Loyalty (F = 35.198; p < .001). The coefficient of determination (R) of 0.431 indicates that the two independent variables explained 43.1% of the variance in Customer Loyalty, while the remaining 56.9% was influenced by other factors not examined in this study. Furthermore, TikTok Social Media Promotion was identified as the most dominant factor influencing Customer Loyalty, with a standardized beta coefficient of 0.518, compared with Product Quality, which had a beta coefficient of 0.290.