Pengaruh Content Marketing Dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Generasi Z Pada Thanksinsomnia Di TikTok Shop

The Influence of Content Marketing and Consumer Satisfaction on Generation Z Customer Loyalty on Thanksinsomnia on TikTok Shop

Abstract

TikTok is the most accessed social media platform among Indonesian internet users, and brands increasingly sell to Generation Z through TikTok Shop. Brands need evidence on whether content and buyer satisfaction retain customers. This study examines the effect of content marketing and customer satisfaction on customer loyalty toward Thanksinsomnia products on TikTok Shop. The study uses an associative quantitative approach. Data came from an online questionnaire completed by 50 Generation Z respondents in Kebon Jeruk, West Jakarta, selected through purposive sampling. Multiple linear regression in SPSS version 25 served as the analysis method. All instrument items were valid, Cronbach’s Alpha ranged from 0.755 to 0.912, and the model met the classical assumptions. Content marketing had a positive and significant effect on customer loyalty (B = 0.291; t = 4.729; p < 0.001). Customer satisfaction also had a positive and significant effect (B = 0.337; t = 5.459; p < 0.001). Together, both variables significantly affected customer loyalty (F = 23.583; p < 0.001) and explained 50.1% of its variance. Thanksinsomnia should maintain content quality and the purchase experience at the same time.