Analisis Pengaruh Influencer TikTok terhadap Loyalitas Pelanggan: Studi Komparatif Zalora, H&M, dan Uniqlo

Authors

  • Aro Singgih Kusuma Wardhana Universitas Kristen Satya Wacana, Jawa Tengah, Indonesia
  • Penidas Fiodinggo Tanaem Universitas Kristen Satya Wacana, Jawa Tengah, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i6.8622

Keywords:

Influencer TikTok, Loyalitas Pelanggan, Kepuasan Pelanggan, Generasi Z, Analisis Komparatif

Abstract

Penelitian ini menganalisis pengaruh influencer TikTok terhadap loyalitas pelanggan pada merek Zalora, H&M, dan Uniqlo di kalangan konsumen Generasi Z di Indonesia. Tujuan penelitian ini adalah untuk menguji pengaruh pemasaran influencer terhadap kepuasan pelanggan dan loyalitas pelanggan serta membandingkan pengaruhnya antar merek dalam industri fesyen. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan 221 responden berusia 17 hingga 27 tahun yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares serta Multi-Group Analysis. Hasil penelitian menunjukkan bahwa influencer TikTok berpengaruh positif dan signifikan terhadap kepuasan pelanggan yang kemudian meningkatkan loyalitas pelanggan. Temuan komparatif menunjukkan bahwa Uniqlo memiliki loyalitas pelanggan yang lebih kuat dan berkelanjutan dibandingkan H&M karena didukung promosi influencer yang autentik dan keandalan produk. Penelitian ini menyimpulkan bahwa pemasaran influencer lebih efektif apabila didukung oleh kualitas produk yang kuat dan strategi retensi pelanggan.

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Published

2026-07-06

How to Cite

Wardhana, A. S. K., & Tanaem, P. F. (2026). Analisis Pengaruh Influencer TikTok terhadap Loyalitas Pelanggan: Studi Komparatif Zalora, H&M, dan Uniqlo. Jurnal Ekonomi Manajemen Sistem Informasi, 7(6), 4836–4847. https://doi.org/10.38035/jemsi.v7i6.8622

Issue

Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)

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Copyright (c) 2026 Aro Singgih Kusuma Wardhana, Penidas Fiodinggo Tanaem

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