Post-Merger Consumer Dynamics: How Digital Marketing and Service Quality Drive Customer Satisfaction in the TikTok Shop-Tokopedia Ecosystem

Winda Silfiani; Rini Hidayati

doi:10.58777/mbs.v4i1.351

Authors

Winda Silfiani Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mbs.v4i1.351

Keywords:

Digital Marketing, Service Quality, Promotion, Brand Image

Abstract

The integration of TikTok Shop and Tokopedia presents challenges in maintaining customer satisfaction as platform operations, shopping experiences, and service delivery evolve. This study examines whether digital marketing, service quality, promotion, and brand image influence satisfaction among TikTok Shop X Tokopedia users in Jakarta. A quantitative explanatory design was used, with primary questionnaire data collected through non-probability sampling. Data analysis included descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing. The findings indicate that digital marketing, service quality, promotion, and brand image each have a positive and significant effect on customer satisfaction. Together, these factors also significantly influence satisfaction, with digital marketing emerging as the strongest predictor. The study extends consumer behavior theory by combining marketing communication, service performance, promotional attractiveness, and brand perception in a framework for understanding satisfaction in post-merger social commerce. Practically, platform managers should prioritize interactive digital campaigns, reliable transactions, responsive customer support, relevant and transparent promotions, and consistent brand communication. These efforts can strengthen customer confidence, improve shopping experiences, and support lasting customer relationships across the integrated platform.

References

Aisyah, A. Putri, Nurhaepi, H. D., Khaerani, N., Alamsyah, A., & Kusumadinata. (2022). Pengaruh Kualitas Pelayanan E-Commerce Tiktok Shop Terhadap Kepuasan Konsumen. Karimun Tauhid, 1, 6.

Aliyah, H. Al, & Istiyanto, B. (2022). Kualitas Pelayanan, Kualitas Produk, Harga Dan Brand Image Terhadap Kepuasan Pelanggan Minuman Noni Juice Boyolali Saat Pandemi. Jurnal Sinar Manajemen, 9(1), 130–135. https://doi.org/10.56338/jsm.v9i1.2333

Ananda, R., & Manik, C. D. (2024). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus Produk Nike Di Pt. Giordano Indonesia Tangerang). Januari, 1(1), 1–16.

Andriani, Z., & Nasution, S. M. A. (2023). Pengaruh Kualitas Pelayanan, Harga, Dan Promosi Terhadap Keputusan Pembelian Fashion Di Tiktok Shop Pada Pengguna Aplikasi Tiktok. Jurnal Ekonomi Dan Bisnis, 2(2), 210–220. https://doi.org/10.36490/jmdb.v2i2.907

Annur, C. M. (2021). Indonesia Jadi Pasar Kedua Terbesar Tiktok Di Dunia Pada 2020. Databoks, 1.

Antara, I. M. R. S., & Rastini, N. M. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction in Car Rental Service. European Journal of Business and Management Research, 7(2), 223–226. https://doi.org/10.24018/ejbmr.2022.7.2.1273

Anugrah, F. T. (2020). Effect Of Promotion and Ease of Use on Customer Satisfaction and Loyalty among OVO Application Users. Quantitative Economics and Management Studies, 1(1), 44–50. https://doi.org/10.35877/454RI.qems77

Ayesha, I., Pratama, I. W. A., Hasan, S., Amaliyah, Effendi, N. I., Yusnanto, T., Diwyarthi, N. D. M. S., Utami, R. D., Firdaus, A., Mulyana, M., Fitriana, Norhidayati, & Egim, A. S. (2022). Digital Marketing (Tinjauan Konseptual). In Riyanto Wujarso (Ed.), Pt. Global Eksekutif Teknologi (2022nd Ed.). PT. GLOBAL EKSEKUTIF TEKNOLOGI.

Daga, R. (2017). Citra, Kualitas Produk Dan Kepuasan Pelanggan (H. Upu, Ed.; Mei 2017, Issue May 2017). Global Research and Consulting Institute.

Diansyah, & Nadya, P. (2023). The Effect of Digital Marketing and Product Quality on Customer Satisfaction with Purchase Decisions as a Moderating Variable at CV. Carlitos Maju Pratama. Return: Study Of Management, Economic and Business, 2(8), 845–853. https://doi.org/10.57096/return.v2i8.136

Diondah, R. V., Nurhajati, N., & Basalamah, M. R. (2023). Pengaruh Harga, Promosi, Dan Lokasi Terhadap Kepuasan Pelanggan Café Bukan Main Coffee. E-JRM: Elektronik Jurnal Riset Manajemen, 12(01), 1131–1141.

Fahira, A., Rahma, T. I. F., & Syahriza, R. (2022). Pengaruh E-Service Quality Terhadap E-Satisfaction Nasabah Bank Sumut Syariah. Dinamika Ekonomi - Jurnal Ekonomi Dan Bisnis, 15(1), 247–264. https://doi.org/10.53651/jdeb.v15i1.358

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Ilyas, G. B., & Mustafa, H. (2022). View of Price, Promotion and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 1–11. https://doi.org/10.52970/grmapb.v2i1.65

Indrasari, M. (2019). Pemasaran & Kepuasan Pelanggan (Oktober 20). UNITOMO PRESS.

Iswanto & Rendi. (2019). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Poto Cabin. Jurnal Demandia, 01–02, 116–133. https://doi.org/10.25124/demandia.v1i02.276

Juan, E., & Indrawati, L. (2023). Pengaruh Kepercayaan, Persepsi Kemudahan Penggunaan, Dan Brand Image Terhadap Kepuasan Konsumen Melakukan Pembayaran Menggunakan Qris. K&K_Jurnal Manajemen, 2(1), 313–325. https://doi.org/10.32524/kkjm.v2i1.757

Kayawati, L., & Kurnia, E. (2021). Membangun Citra Merek Sesuai Konsep Syariah. Economic And Business Management International Journal (EABMIJ), 3(03), 41.

Khasanah, S. F., & Syahrani, T. (2022). Analisis Digital Marketing Dan Kualitas Pelayanan Serta Pengaruhnya Terhadap Kepuasan Konsumen (Studi Kasus Pada Konsumen Indomaret Di Kota Lubuklinggau). Jurnal, 8(2), 1–12. https://doi.org/10.37848/jurnal.v8i2.155

Kotler, P., & Armstrong, G. (2019). Principles Of Marketing, 14th Ed. Prentice Hall.

Lazuardi, A. R., Ts, A. R., & Sudaryo, Y. (2020). Influence Of Digital Marketing on Customer Satisfaction of Bank Jabar Banten Syariah (BJBS) And the Implications on Corporate Image. Budapest International Research and Crities Institute-Journal (BIRCI-Journal), 5(1), 4036–4048.

Meilita, K. D., Oktaviani, S., & Puspita, A. S. (2024). Pengaruh Kualitas Layanan J&T Express Terhadap Kepuasan Pelanggan E-Commerce. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi, 10. https://doi.org/10.35870/jemsi.v10i3.2431

Mothersbaugh, D. L., Hawkins, D. I., & Kleiser, S. B. (2017). Consumer Behavior. In Pearson Education India (Vol. 27, Issue 23).

Pangow, J. J. A., Tumbuan, W. J. F. A., Samadi, R. L., Tumbuan, W. J. F. A., & Samadi, R. L. (2024). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Konsumen Pengguna Aplikasi Game Online Mobile Legends (Studi Pada Pengguna Aplikasi Game Online Mobile Legends Di Sulawesi Utara) The Influence Of Product Quality And Brand Image On Consumer Sat. 12(2), 23–34.

Pramesti, D. Y., Widyastuti, Sr., & Riskarini, D. (2021). Pengaruh Kualitas Pelayanan, Keragaman Produk, Dan Promosi E-Commerce Terhadap Kepuasan Konsumen Shopee. JIMP: Jurnal Ilmiah Manajemen Pancasila, 1(1), 27–39. https://doi.org/10.35814/jimp.v1i1.2065

Ramadhan, A., & Solihin, D. (2024). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Pt. Sumber Alfaria Trijaya (Alfamart) Wilayah Tangerang Selatan. Cakrawala: Jurnal Ekonomi, Manajemen Dan Bisnis. https://doi.org/10.36490/jes.v5i1.1080

Safavi, V. D. R., & Hawignyo. (2021). Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Kepuasan Konsumen Kartu Prabayar. Jurnal Manajemen, 13(1), 142–150.

Sanjaya, R., & Tarigan, J. (2019). Creative Digital Marketing. Computindo. Definisi Digital Marketing.

Satriadi, M., Hendrayani, E., Siwiyanti, L., & Nursaidah. (2021). Manajemen Pemasaran (M. Suardi, Ed.). Samudr Biru (Anggota IKAPI).

Sekaran, U. (2020). Research Methods for Business: A Skill Building Approach.

Setiawan, D., & Irawati, Z. (2023). Pengaruh Strategi Pemasaran Digital, Harga Dan Kualitas Produk Terhadap Kepuasan Pelanggan Mie Gacoan. Jurnal Informatika Ekonomi Bisnis, 5. https://doi.org/10.37034/infeb.v5i3.517

Silviana. (2020). Pengaruh Digital Marketing Terhadap Tingkat Penjualan Melalui Sosial Media (Studi Kasus Di Kecamatan Bone-Bone).

Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. K., Wardhana, A., Nugraha, K. S. W., Hendrayani, E., Susanto, P. C., Primasanti, Y., & Ulfah, M. (2022). Brand Trust and Brand Attitude. In A. Sudirman (Ed.), Brand Marketing: The Art of Branding. CV. MEDIA SAINS INDONESIA.

Sri Handayani, L., & Hidayat, R. (2022). Pengaruh Kualitas Produk, Harga, Dan Digital Marketing Terhadap Produk MS Glow Beauty Terlaris di Berbagai Macam Produk Kosmetik di Kosmetik Untuk Konsumen Wanita Maupun. Jurnal Ilmiah Ekonomi, 5(2), 135–145.

Syah, A. (2021). Manajemen Pemasaran Kepuasan Pelanggan. CV. Widina Media Utama.

Tjiptono, F. (2017). Manajemen Pemasaran Jasa. PT. Indeks Kelompok Gramedia.

Wandini, D., & Sari, T. N. (2023). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Grab Dimasa Pandemi Covid 19 (Studi Kasus Pada Mahasiswa Manajemen Potensi Utama). Jurnal Visi Manajemen, 9(1), 49–59. https://doi.org/10.56910/jvm.v9i1.252

Windarsari, W. R., Sudarmiatin, S., & Siswanto, E. (2022). The Effect of Fast-Food Digital Marketing on Purchase Intention Through Brand Image and Consumer Satisfaction (Study on KFC Palopo’s Teen Consumers). Journal Of Economics Education and Entrepreneurship, 3(2), 98. https://doi.org/10.20527/jee.v3i2.6225

Worek, S. E. G., & Sepang, J. L. (2021). Pengaruh Inovasi Produk Dan Kualitas Layanan Terhadap Kepuasan Nasabah Melalui Keputusan Pembelian Pt. Pegadaian (Persero) Karombasan. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(2), 404–412.

Yulisetiarini, D., & Prahasta, Y. Ade. (2019). The Effect of Price, Service Quality, Customer Value and Brand Image on Customer Satisfaction of Telkomsel Cellular Operator East Java, Indonesia. 8(3), 1–5.

Zeithaml, B., & Gremler. (2018). Services Marketing: Integrating Customer Focus Across the Firm (6th ed.). Mc. Graw-Hill.

Zulio Wahyu Athallah, D., & Indra Wijaksana, T. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Tokopedia. E-Proceeding of Management, 10(1), 230.