Sari, Rida Luay (2025) PENGARUH REBRANDING TIKTOK SHOP BY TOKOPEDIA TERHADAP LOYALITAS KONSUMEN. S1 thesis, UNIVERITAS SULTAN AGENG TIRTAYASA.
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Abstract
The Covid-19 pandemic has made some people switch to shopping and marketing products through various digital platforms, namely Social Media and ECommerce, one of which is Tiktok Shop. However, this Tiktok Shop social commerce faces regulatory challenges in Indonesia. The problem in this study is the direct impact of Tiktok Shop on traditional shopping centers, and MSMEs (Micro, Small, Medium Enterprises), such as Tanah Abang, which were reported to be deserted due to high transaction activity through Tiktok Shop. This rebranding was carried out as a form of adjustment to government policies that had previously issued a policy to close the Tiktok Shop platform. This study aims to measure how much influence the Tiktok Shop by Tokopedia rebranding has on consumer loyalty. The research method used is quantitative by distributing questionnaires. the population studied were all TikTok Shop and Tokopedia users. This study uses a simple random sampling technique, with 100 respondents. Based on the calculation results, the calculated r (13,710) is greater than the r table (0.196), which means that all indicators are valid. Thus, it can be concluded that the Tiktok Shop by Tokopedia Rebranding variable has a significant effect on Consumer Loyalty. Suggestion from the research, continue the integrated marketing campaign with a focus on supporting local MSMEs.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pandemi Covid-19 membuat sebagian masyarakat beralih untuk berbelanja dan memasarkan produk melalui berbagai platform digital yaitu Sosial Media dan ECommerce, salah satunya adalah Tiktok Shop. Namun, social commerce Tiktok Shop ini menghadapi tantangan regulasi di Indonesia. Permasalahan pada penelitian ini adalah dampak langsung Tiktok Shop terhadap pusat perbelanjaan tradisional, dan UMKM (Usama Mikro, Kecil, Menengah), seperti Tanah Abang, yang dilaporkan menjadi sepi pengunjung akibat tingginya aktivitas transaksi melalui Tiktok Shop. Rebranding ini dilakukan sebagai bentuk penyesuaian terhadap kebijakan pemerintahan yang sempat memberikan kebijakan penutupan platform Tiktok Shop Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh rebranding Tiktok Shop by Tokopedia terhadap loyalitas konsumen. Metode penelitian yang digunakan adalah kuantitatif dengan menyebarkan kuesioner. Populasi yang diteliti adalah seluruh pengguna TikTok Shop dan Tokopedia. Penelitian ini menggunakan teknik, dengan 100 responden. Berdasarkan hasil perhitungan, r hitung (13.710) yang lebih besar dari r tabel (0,196), yang berarti bahwa semua indikator valid. Dengan demikian, dapat disimpulkan bahwa variabel Rebranding Tiktok Shop by Tokopedia berpengaruh signifikan terhadap Loyalitas Konsumen. Saran dari penelitian, melanjutkan kampanye pemasaran yang terintegrasi dengan fokus pada mendukung UMKM lokal. | |||||||||
| Uncontrolled Keywords: | Rebranding, Consumer Loyalty, Tiktok Shop, Tokopedia Rebranding, Loyalitas Konsumen, Tiktok Shop, Tokopedia | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Rida Luay Sari | |||||||||
| Date Deposited: | 11 Sep 2025 04:16 | |||||||||
| Last Modified: | 11 Sep 2025 04:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54218 |
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