JSMB Vol.
2025 Page.
Journal of Management and Business Studies http://journal.
id/jsmb The Influence of Price.
Brand Experience, and Speed Delivery on Consumer Loyalty Mediated by Customer Review and Moderated by Content Creators on Tik Tok Consumers in Sumenep City Nurdody Zakki 1.
Fathorrahman 2.
Fathor AS 3 1Wiraraja University,dodyk.
zacky@wiraraja.
Sumenep, 69416.
Indonesia 2Wiraraja University, fathorrahman@wiraraja.
Sumenep, 69416.
Indonesia 3Trunojoyo University.
Fathor AS,fathor@trunojoyo.
Bangkalan, 69112.
Indonesia
ARTICLE INFO
Abstract Article History:
Sumbmitted:
23 April 2025 The study aims to analyze the effect of price, brand experience, delivery speed, customer reviews, and content creators on TikTok consumer loyalty in Sumenep City.
The research approach is quantitative with the Structural Equation Modeling (SMART-PLS) path analysis method.
Data collection techniques use questionnaires with Google Form techniques.
The sample in this study amounted to 96 respondents using the Lemeshow formula.
The sampling technique was non-probability sampling with an accidental sampling approach.
The results showed that the variables consisting of.
brand experience, delivery speed, customer review, and creator content have a significant influence on consumer loyalty.
Price, brand experience, delivery speed, and customer reviews have a strong positive influence on loyalty, and creator content is also proven to make a significant contribution to consumer The mediation analysis results show that content creators play a partial moderating role in the relationship between price and delivery speed with consumer loyalty but do not play a moderating role in the relationship between brand experience and loyalty.
These findings provide new insights into the factors that shape consumer loyalty on social media platforms such as TikTok Shop, as well as the strategic role of content creators in building emotional connections.
Penelitian bertujuan untuk menganalisis pengaruh harga, brand experience, kecepatan pengiriman, customer review dan kreator konten terhadap loyalitas konsumen TikTok di Kota Sumenep.
Pendekatan penelitian adalah kuantitatif dengan metode analisis jalur Structural Equation Modeling (SMART-PLS).
teknik pengumpulan data menggunakan kuesioner dengan teknik Google Form.
Sampel dalam penelitian ini berjumlah 96 responden menggunakan rumus Lemeshow.
Teknik pengambilan sampel adalah non-probability sampling dengan pendekatan accidental sampling.
Hasil penelitian menunjukkan bahwa variabel yang terdiri dari.
harga, pengalaman merek, kecepatan pengiriman, customer review, dan konten kraetor, memiliki pengaruh signifikan terhadap loyalitas konsumen.
Harga, brand experience, kecepatan pengiriman dan customer review memiliki pengaruh positif yang kuat terhadap loyalitas dan konten kreator juga terbukti memberikan kontribusi signifikan terhadap loyalitas konsumen.
Hasil analisis mediasi menunjukkan bahwa Accepted:
02 Juni 2025 Keywords:
Price.
Brand Experience.
Delivery Speed.
Content Creator.
Customer Review.
Consumer Loyalty.
Tik-Tok Kata Kunci:
Harga.
Brand Experience.
Kecepatan Pengiriman.
Konten Kreator.
Customer Review.
Loyalitas Konsumen.
Tik-Tok.
DOI:
Journal of Management and Business Studies Vol.
2025: 38 - 54
Correspondence:
konten kreator berperan sebagai moderasi parsial dalam hubungan antara harga dan kecepatan pengiriman dengan loyalitas konsumen, namun tidak berperan sebagai moderasi dalam hubungan antara brand experience dan loyalitas.
Temuan ini memberikan wawasan baru mengenai faktor-faktor yang membentuk loyalitas konsumen di platform media sosial seperti TikTok Shop, serta peran strategis konten kreator dalam membangun hubungan emosional.
Name: Nurdody Zakki Email: dodyk.
zacky@wiraraja.
ISSN: 2355-9543 (Prin.
ISSN: 2460-3775 (Onlin.
Maruli Tua Tarigan et al.
, 2.
One of TikTok's advantages is its ability to reach a wider audience quickly, thanks to sophisticated algorithms that promote content based on users' interests (Zhou, 2.
This is in line with research Sun & Zhang .
conveyed that TikTok facilitates a more personalized and diverse marketing approach.
(Wiwarottami & Widyatama, 2.
in their research TikTok features Based on the results of previous research, it provides insight for researchers to further research related to price, brand experience, delivery speed, and consumer loyalty.
This finding is in line with the results of research (Azmi & Kusumasari, 2024.
Andika & Purnamasari, 2.
which reveals that competitive prices and a positive brand experience will increase customer loyalty.
The results of an empirical study by Mamonto et al.
, .
state that competitive and transparent prices are key factors in purchasing decisions, where consumers show high loyalty to brands that offer value as expected.
Wibowo, .
argues that consumers tend to be loyal to brands that offer prices in accordance with the perceptions received.
Brand experience is also a determining factor in building consumer loyalty.
This is stated in the research Iman & Kurniawati, .
sensory, affective and intellectual aspects can create a strong emotional bond between consumers and brands.
This statement is reinforced by the results of research Estella & Handono, .
showing that consumers tend to make purchases again when they have a positive experience with the brand, either through direct interaction or impressions embedded in memory.
Aina Mardhiyah & Tri Astuti, .
emphasizes that a positive brand experience can increase consumer affection and commitment to a particular brand.
Brand experience is defined as a series of consumer impressions formed through interactions with the INTRODUCTION Social media has become an integral part of the daily life of modern society.
The rapid development of the times accompanied by the increasing number of new social media that have emerged has made social media an important element in various aspects of life (Tepavicharova & Dikova, 2.
Dependence on social media, especially in Indonesia, can be said to have become a widespread phenomenon (Aulia et al.
, 2.
lot of free time is spent surfing social media, both for entertainment, communication, and other Based on the results of the Databoks survey in 2024 the number of users on social media in Indonesia has reached 191 million users or 7% of the total population.
Based on this data, 167 million active users are equivalent to 3% of the population.
Internet penetration in Indonesia is very high, reaching 242 million users, 4% of the population.
The most popular social media platforms in Indonesia include Youtube with 139 million users .
8%).
Instagram with 122 million users .
3%).
Facebook with 118 million users .
9%).
Whatsapp with 116 million users .
2%), and TikTok with 89 million users .
7%).
In terms of demographics, social media users in Indonesia are dominated by the 18-34 age group, which accounts for 54.
1% of the total users.
Based on gender, women dominate with a percentage of On average.
Indonesians spend 3 hours and 14 minutes per day accessing social media, with 81% of them using it daily.
Activities carried out on social media also vary, ranging from sharing photos and videos .
%), communication .
%), finding news and information .
%), entertainment .
%), to online shopping .
%).
Seeing the paradigm and consumer preferences from this data, it is very clear that the social media that is getting special attention is TikTok.
TikTok is not only an entertainment medium, but a strategic platform in building close relationships between brands and consumers through creator content (Wang, 2024.
The Influence of Price.
Brand Experience, and Speed Delivery on Consumer Loyalty Mediated by Customer Review and Moderated by Content Creators on Tik Tok Consumers in Sumenep City brand, either through product design, service, or marketing communication (Firman & Saldino, 2.
Delivery speed plays a very important role in influencing consumer loyalty, especially in the digital era where consumers want fast and efficient Research by Siahaan et al.
, .
reveals that consistent delivery speed can increase consumer confidence which in turn encourages repeat purchases.
Jati, .
in his research proves that delivery speed not only affects consumer satisfaction but also strengthens repeat purchase Febriani, .
delivery delays are one of the main reasons consumers switch to competing Therefore, companies need to ensure that their logistics and distribution strategies are not only efficient, but also able to meet consumer expectations for service speed.
Maslikhan et al.
argue that companies that are able to provide a fast and predictable delivery experience will have a greater chance of winning consumer loyalty in an increasingly competitive market.
Based on a review of previous empirical studies, there are still gaps in research results .
eserach ga.
and inconsistencies in findings, especially regarding the effect of price on consumer For example, research conducted by ( Ainul Kevin, 2024.
Fadli & Rubiyanti, 2.
concluded that price does not significantly affect loyalty, contrary to the findings of (Azmi & Kusumasari, 2.
which proves otherwise.
The inconsistency in research results provides theoretical justification for researchers to re-examine the relationship between these variables while enriching the novelty of research through customer review variables as moderating variables that have not been integrated in similar cases.
Furthermore, testing the role of content creators as a mediating variable.
This refers to the findings of Nurcahyadi, .
found that trust in creator content significantly affects consumer loyalty.
Reinforced by research Setiawan & Safitri, .
which found that creator content is able to shape consumer perceptions related to product quality, thus having an indirect impact on Melita, .
states that this profession is not just creating ordinary content, but also acts as part of a digital marketing strategy.
As for the role of customer review as moderation, research by Seliana et al.
, .
has a positive and significant influence on customer loyalty.
The more positive reviews a product or service receives, the more likely consumers are to remain loyal and make repeat purchases.
Setyaningrum, .
shows that online reviews serve as a source of information that influences consumer perceptions of products or services.
Asri et al.
, .
positive reviews strengthen consumers on the product because the consistency of the message creates confirmation bias.
The existence of positive reviews encouraging purchase interest (Kamisa et al.
, 2.
According to Ramadhani et al.
, .
online customer review indicators can be classified into three dimensions: .
Attractiveness.
related to social values such as background or personality similarities between reviewers and readers, .
Trust.
includes honesty, integrity, and reliability of reviews, .
Expertise.
refers to the competence and experience of the review author in assessing the Based on the explanation above, the research will focus on the effect of price on consumer loyalty, brand experience on loyalty, delivery speed on loyalty, content creators mediate the relationship between price, brand experience and delivery speed on consumer loyalty, online customers moderate the relationship between price, brand experience and delivery speed on consumer loyalty.
The research model that will be developed by researchers based on a review of previous studies and theoretical reviews will be presented in Figure Journal of Management and Business Studies Vol.
2025: 38 - 54
Figure.
1 Conceptual framework
Source: Modified from the Results of Previous Research
METHOD
The validity test is carried out with two techniques, namely convergent validity and discriminant validity.
This convergent validity test is conducted to measure the correlation between concepts and latent variables.
If the correlation value is above 0.
7, then the correlation is considered effective.
Meanwhile, discriminant validity can be considered good if the AVE (Average Variance Extracte.
value is higher than the correlation value between concepts, which is> Reliability testing is carried out using two methods, namely Cronbach's Alpha is the coefficient used to determine the internal consistency or reliability of the questionnaire and measurement scale.
A measurement can be said to be reliable if the Cronbach's Alpha coefficient results show a value> 0.
6 and Composite Reliability (CR) is a measure used to evaluate the reliability or internal consistency of latent constructs in structural measurement models, especially in Measurement model .
uter mode.
The R-Square value is the coefficient of determination of the endogenous construct.
This value is used as a prediction or estimate of the strength of the effect of the path coefficient with the following criteria: 0.
, 0.
Goodness of fit (Go.
Goodness of Fit (GoF) is an index used to review the overall suitability of the structural According to Imam Ghozali, .
GoF is a single measure that validates the performance of measurement models and structural models The following are the criteria for interpreting the GoF value, namely.
(Small/Wea.
, 0.
36 (Medium/Moderat.
, 0.
(Large/Stron.
This research uses an explanatory quantitative approach with a survey method to test the causal relationship between variables based on the theoretical model that has been developed by the The approach in this study was chosen because it is suitable for testing the influence between variables through statistical analysis (Bougie, 2.
According to Sugiyono, .
objects in research include attributes, properties, values of individuals or events that have certain Therefore, the variables in this study are price (X.
Brand Experience (X.
Delivery Speed (X.
Content Creator (Z.
Customers Review (M.
and Consumer Loyalty (Y).
The population in this study are consumers in Sumenep City who have used the Tik Tok application and the population size in this study is not known with certainty .
nfinite populatio.
The sampling technique used is non-probability sampling which does not provide equal opportunities for all members of the population to be selected.
Specifically, this research applies the accidental sampling method, where respondents are selected based on their availability in certain locations relevant to the research context.
The research sample calculation used Lemeshow's formula with a margin of error of 10% (Lemeshow et al.
, .
1 Oe .
1 Oe 0.
= 96 Responden Based on the results of the above calculations, the number of samples obtained after analysis was obtained 96 respondents The data collection technique in the study was a questionnaire survey distributed via Google Forms to Tik Tok users in Sumenep City.
This study uses the Structural Equation Modeling (SEM) method to test and analyze data.
According to Sholihin and Dwi .
SEM is an analytical method that uses statistics to test the relationship between several research models This analysis method was carried out using SmartPLS software.
More specifically, the analysis method uses the Partial Least Square (PLS) model contained in the SmartPLS version 3 The SEM analysis method consists of two models, namely:
Structural Model .
nner mode.
RESULT Based on the results of research conducted by researchers from a total of 96 respondents, it can be seen that the majority of respondents are male with 27 people with a percentage .
%), while female respondents totaled 69 people with a percentage .
%).
In terms of age distribution, the 21-30 year age group dominates with 57 respondents .
%), while 31-39 year old respondents are 31 respondents .
%), while 40-59 year olds only number 6 respondents .
%).
In terms of education level, more than half of the respondents have an The Influence of Price.
Brand Experience, and Speed Delivery on Consumer Loyalty Mediated by Customer Review and Moderated by Content Creators on Tik Tok Consumers in Sumenep City Convergent Validity The Convergent Validity Test is conducted to verify that the instrument or measuring instrument used is appropriate in measuring a concept or This is done by showing a correlation between instruments that are proven valid and measure the same construct.
To measure this, a minimum factor loading limit of 0.
7 is applied.
Based on the research results, out of 22 indicators on exogenous variables meet the criteria .
eet the minimum value se.
undergraduate educational background as many as 64 people with a percentage .
%), followed by S2 graduates as many as 28 people with a percentage .
%), and Diploma graduates only amounted to 5 people with a percentage .
%).
In terms of monthly income, most respondents have an income between IDR 3-5 million, as many as 52 respondents .
%) claimed to earn IDR 2-5 million, as many as 30 respondents .
%) while those who earn > 5 million, as many as 14 respondents .
%).
Outer Model analysis Results Figure 2.
SmartPLS Outer Loding Results Discriminant validity Table 1.
Discriminant Validity Test Results Heterotrait-Monotrait Ratio (HTMT) Variables Brand Customers Price Delivery Content Consumer Experience Review Speed Creator Loyalty Brand Experience Customers Review Price Delivery Speed Content Creator Consumer Loyalty Source: Smart-PLS 03 Output Based on the results of the Heterotrait Monotrait Referring to the opinion of Henseler et al.
, .
the Ratio (HTMT) test, each construct in this study is criteria set on the HTMT value if it is below 0.
discriminant, meaning that there is no overlap.
indicates that the two constructs are empirically Journal of Management and Business Studies Vol.
2025: 38 - 54
Reliability Test Composite Reliability different, while the value below 0.
90 is acceptable for theoretically highly related constructs.
Table 2.
Composite Reliability Results Variables Brand Experience.
Customers Review.
Price X1 X3 Delivery Speed Content Creator Z1 Consumer Loyalty Y Source: Smart-PLS 03 Output Composite Reliability (CR) test is conducted to assess the internal consistency of a construct, by considering factor loadings and calculating the error variance of each indicator.
In this test, the minimum Cronbach's test Table 3.
Cronbachs Alpha Results Variables Brand Experience.
Customers Review.
Price X1 X3 Delivery Speed Content Creator Z1 Consumer Loyalty Y Source: Smart-PLS 03 Output The Cronbach's Alpha test is used to measure the reliability of a construct by calculating the average correlation between pairs of indicators in a To be declared reliable, the Cronbach's Alpha Composite Reliability factor loading limit used is 0.
Based on the table above, it can be seen that the Composite Reliability value for each variable construct has a score above This indicates that each variable construct has an adequate level of reliability.
Cronbach's Alpha value must exceed 0.
Based on the table above, it can be seen that the Composite Reliability and Cronbach's Alpha values on each variable have a score above 0.
This shows that each variable has met the reliability requirements based on Cronbach's Alpha.
Inner Model Analysis Table 4.
R-Square Value (R.
R-Square Adjust R-Square Variables Consumer Loyalty Source: Smart-PLS 03 Output factors outside the model.
Adjusted R Square, which 552, still shows good predictive power after The results of the coefficient of determination adjusting for the number of predictors, with a (RA) analysis indicate that the research model has a strong explanatory ability for endogenous variables.
difference of only 0.
037 from R Square, indicating no overfitting in the model.
Based on Cohen's .
The R Square value of 0.
589 indicates that 58.
9% of criteria.
RA values above 0.
50 fall into the category the variation in Consumer Loyalty (Y) can be of strong influence strength, so this model is explained by the exogenous variables in the model, considered adequate for further analysis.
while the remaining 41.
1% is influenced by other Table 5.
F-Square Value (F ) Variables Consumer Loyalty (Y) Price Brand Experience Delivery Speed Content Creator The Influence of Price.
Brand Experience, and Speed Delivery on Consumer Loyalty Mediated by Customer Review and Moderated by Content Creators on Tik Tok Consumers in Sumenep City Customer Review Source: Smart-PLS 03 Output The F-Square .
test in the SEM model was conducted to measure the impact of exogenous variables (Brand Experience.
Creator Content.
Price, and Delivery Spee.
on endogenous variables (Consumer Loyalt.
The results of the analysis show that Brand Experience .
and Content Creators .
have a moderate effect, with Brand Experience as the most dominant predictor.
The variables Price .
and Delivery Speed .
also show a moderate, albeit lower, influence.
Meanwhile.
Customer Review .
only has a small influence on customer loyalty.
Next, the Goodness of Fit (Go.
value is used to assess the fit between the data and the formulated model and the description of the actual data structure.
The following GoF calculations were carried out in the 2 Based on the results of the GoF calculation in bootstrapping method is used to analyze the extent this study, the value of 2.
233 indicates an overto which latent constructs (Brand Experience, performing model with a very high fit with a Creator Content.
Price, and Delivery Speed.
Creator standard reference range of 0.
Content.
Customer Revie.
have a significant effect The bootstrapping technique is performed to on consumer loyalty.
The bootstrapping procedure obtain more accurate estimates of population is carried out by calculating the t-statistic value parameters, especially when the theoretical between exogenous and endogenous variables, as distribution of statistics is unknown or the available presented in the following path coefficient table sample size is relatively small.
In this study, the Table 6.
Path Coefisien Results Variables Average T-Statistics P Values Sample (M) Price > Consumer Loyalty Price > Content Creator Brand Experience > Consumer Loyalty Brand Experience > Content Creators Delivery Speed > Customer Loyalty Delivery Speed > Kraetor Content Customer Review > Consumer Loyalty Content Creators > Consumer Loyalty Source: Smart-PLS 03 Output The results of the path coefficients analysis show influence (=0.
360, t=4.
830, p<0.
Brand that all relationships between variables in this Experience has multiple effects, both directly on research model are significant.
Delivery Speed Consumer Loyalty (=0.
298, t=4.
140, p<0.
and emerged as the most dominant predictor with a indirectly through Creator Content (=0.
path coefficient of 0.
=5.
347, p<0.
on t=2.
p=0.
Price Consumer Loyalty and 0.
=4.
494, p<0.
on significantly to both Creator Content (=0.
Content Creators.
Customer Review although has a t=2.
979, p=0.
and Consumer Loyalty (=0.
small effect size .
A), shows a considerable direct t=4.
280, p<0.
Table 7.
Hypotheis Test Results Variables Average T-Statistics P Values Sample (M) Price > Consumer Loyalty Price > Content Creator Brand Experience > Consumer Loyalty Brand Experience > Content Creators Delivery Speed > Customer Loyalty Delivery Speed > Kraetor Content Customer Review > Consumer Loyalty Content Creators > Consumer Loyalty Journal of Management and Business Studies Vol.
2025: 38 - 54
Source: Smart-PLS 03 Output Based on the analysis of path coefficients with the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, this study reveals several key findings related to the formation of consumer The analysis results show that all exogenous variables have a significant influence on T-statistics> .
ignificance level = 5%) and P-values <0.
which confirms the validity of the research model (Hair et al.
, 2.
Table 8.
Mediation Test Results Variables Average Sample (M) T-Statistics P Values X1*Z1 > Y
X2*Z1 > Y
X3*Z1 > Y
Source: Smart-PLS 03 Output The results of the mediation effect analysis between Price and Customer Loyalty.
This finding show the different roles of Creator Content as a reveals that pricing strategies can influence mediating variable in various relationships on the consumer loyalty partly through the creation of The relationship between Brand relevant creative content.
The strongest mediating Experience and Consumer Loyalty and mediated effect was seen in the relationship between through Creator Content is 0.
051 and not Delivery Speed and Customer Loyalty, where statistically significant .
=0.
, indicating that Content Creators showed a highly significant Creator Content does not function effectively as a mediating effect of 0.
=0.
This result mediator in this relationship.
This suggests that the confirms that delivery speed not only has a direct effect of Brand Experience on Consumer Loyalty is impact, but also indirectly through the creation of more direct.
In contrast.
Creator Content proved to creative content that ultimately strengthens be a significant mediating variable albeit with a consumer loyalty.
small effect .
065, p=0.
in the relationship Table 9.
Moderation Test Results Variables Average Sample (M) T-Statistics P Values X1*M1 > Y
X2*M1 > Y
X3 * M1 > Y
Based on the statistical analysis, it is found that the moderation effect shows a varied pattern.
The interaction between X1 and M1 on Y shows a statistically significant moderating effect with a standardized coefficient of -0.
=2.
p=0.
This negative coefficient value indicates that M1 acts as a moderator that weakens .
uffering effec.
in the relationship between X1 and Y.
In practical terms, this result means that every one unit increase in the M1 variable will reduce the strength of the effect of X1 on Y by 0.
210 units.
This finding provides an important implication that the presence of M1 needs to be considered in designing strategies involving variable X1.
On the other hand, the analysis shows that the interaction of X2 and M1 on Y does not reach the level of statistical significance (=-0.
t=0.
p=0.
, indicating that the M1 variable does not serve as a meaningful moderator in the relationship between X2 and Y.
Similarly, the interaction of X3M1 on Y is also not statistically significant (=-0.
t=0.
p=0.
suggesting that M1 does not have a relevant moderating effect in the context of the X3-Y These insignificant results imply that the effect of X2 and X3 on Y is relatively stable without being affected by variations in M1.
DISCUSSION