Marketing and Business Strategy

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

Winda Silfiani — 2026-11-08

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.

Beyond Price: Understanding the Interplay Between Perceived Value, Customer Satisfaction, and Purchase Intention Among Generation Z Consumers

Zulfa Fatimah Tuzzahro — 2026-11-08

Understanding the factors that shape Generation Z's purchase intention is increasingly important in the fast-food industry, where price perceptions and customer experiences play critical roles in consumer decision-making. Although previous studies have examined the relationships between price, customer satisfaction, and purchase intention, further investigation is needed to clarify the mediating role of customer satisfaction in the relationship between price perception and purchase intention, particularly among Generation Z consumers in the fast-food sector. Therefore, this study examines the direct effect of price perception on purchase intention, the effect of customer satisfaction on purchase intention, the effect of price perception on customer satisfaction, and customer satisfaction's mediating role in the relationship between price perception and purchase intention. A quantitative explanatory research design was employed using primary data collected through questionnaires distributed to 100 Generation Z consumers of Mie Gacoan. The sample size was determined using the Lemeshow formula. This study contributes to consumer behavior literature by clarifying the mediating mechanism through which customer satisfaction connects price perceptions with Generation Z's purchase intention in the fast-food context. Practically, the findings offer insights into fast-food businesses to develop competitive pricing strategies while maintaining customer satisfaction to strengthen purchase intention among younger consumers.

The Mediating Role of Brand Trust in Sunscreen Purchase Decisions: Evidence from Facetology Users in Tropical Jabodetabek

Devani Safira — 2026-11-09

This study examines the effects of electronic word of mouth (E-WOM) and product quality on purchasing decisions, with brand trust as an intervening variable, among Facetology sunscreen consumers in Jabodetabek. This research employs an explanatory quantitative approach. Data were collected through questionnaires distributed to 117 respondents selected using a non-probability purposive sampling technique based on predetermined criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS 8.0. The results indicate that E-WOM, product quality, and brand trust positively and significantly affect purchasing decisions. Furthermore, E-WOM and product quality positively and significantly influence brand trust. However, brand trust does not mediate the relationship between E-WOM and purchasing decisions, whereas it successfully mediates the relationship between product quality and purchasing decisions. The insignificant mediation of brand trust in the E-WOM relationship suggests that consumers may rely directly on online reviews, comments, and shared experiences when making purchasing decisions, without requiring brand trust as an intermediary. Conversely, perceived product quality builds brand trust, which in turn strengthens purchasing decisions. These findings highlight the importance of managing positive E-WOM and maintaining consistent product quality to strengthen consumer trust and encourage purchasing decisions.