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The Influence of Ewom, Digital Marketing, Customer Satisfaction and Brand Image on Tiktok Shop Customer Loyalty Student Study in Purwokerto

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Customer loyalty is significantly influenced by ewom and digital marketing strategies, enhancing customer trust and engagement.
Analysis found that 120 student respondents indicated strong connections between brand image and customer loyalty metrics.
Employing multiple linear regression analysis revealed significant relationships between digital marketing strategies and customer loyalty.
Findings emphasize the need for TikTok Shop to improve ewom tactics and adjust approaches to customer satisfaction, highlighting areas for improvement.

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Analysis shows positive effects of ewom and digital marketing on customer loyalty, while customer satisfaction negatively affects loyalty.

Layli et al. (2025) studied this question.

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Analysis shows positive effects of ewom and digital marketing on customer loyalty, while customer satisfaction negatively affects loyalty.