The Effect of Brand Love and Customer Satisfaction on Customer Loyalty for Nyai Mercon Products on TikTok with E-WOM as a Moderating

MUSTIKA ARYANTI, . and NINA FAPARI ARIF, . (2025) The Effect of Brand Love and Customer Satisfaction on Customer Loyalty for Nyai Mercon Products on TikTok with E-WOM as a Moderating. Jurnal Manajemen Motivasi, 22 (1). pp. 573-582. ISSN 2085-1596

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Abstract

This research investigates the influence of brand love and customer satisfaction on customer loyalty toward Nyai Mercon products on TikTok, with e-WOM acting as a moderating factor. Data were collected from 187 customers who purchased through TikTok Shop using purposive sampling. Analysis using SmartPLS 4.0 with the SEM-PLS method revealed that both brand love and customer satisfaction have a significant impact on loyalty. E-WOM moderates the relationship between brand love and loyalty, but does not moderate the satisfaction–loyalty link. These outcomes illustrate the importance of emotional engagement, customer satisfaction, and active online interaction in enhancing the competitiveness of SMEs.

Item Type: Article
Additional Information: MUSTIKA ARYANTI (PENULIS 1 - 141220019) NINA FAPARI ARIF (PENULIS 2 & PEMBIMBING 1)
Uncontrolled Keywords: Brand Love; Customer Satisfaction; Customer Loyalty; E-WOM
Subjek: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User: Bayu Pambudi
Date Deposited: 01 Apr 2026 08:45
Last Modified: 01 Apr 2026 08:45
URI: http://eprints.upnyk.ac.id/id/eprint/47575

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