Abstract

This study examines the effect of content marketing, customer experience, and online customer reviews on the loyalty intention toward local fashion brands on TikTok Shop. The population in this study were TikTok shop users. The data for this research were collected using primary sources through a quantitative approach. A purposive sampling technique was employed to select TikTok Shop users as the research subjects. Out of 233 respondents who completed the questionnaire, an outlier analysis was conducted, resulting in 182 valid data points for further analysis. The analysis model used is multiple linear regression with IBM SPSS version 25. The regression analysis revealed that content marketing has a significant and positive effect on loyalty intention, as indicated by a positive coefficient. In addition, good customer experience is shown to significantly impact loyalty intention. Online customer reviews also show a significant influence, although slightly lower than content marketing and customer experience.

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