https://mail.insyma.org/proceedings/files/original/articles/Nurul__Hidayatiinnisa.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title Strategic Analysis of Brand Loyalty in TikTok Shop: The Role of Brand Trust and Customer Satisfaction in Indonesia’s E-Commerce Landscape Author #1 Nurul Hidayatinnisa Author #2 Becik Gati Anjari Author #3 Ayu Febriyanti Puspitasari Author #4 Fauziah Author #5 Savira Finka Abstract/Description The return of TikTok Shop to Indonesia through the acquisition of Tokopedia in December 2023 provides a significant opportunity for expansion. The integration of these platforms aims to enhance user experience, expand product offerings, and strengthen e-commerce competition in Indonesia. However, the impact of brand experience, brand trust, and customer satisfaction on brand loyalty within TikTok Shop remains an important research area. This study aims to analyze the influence of brand experience, brand trust, and customer satisfaction on brand loyalty in TikTok Shop. Specifically, it examines the mediating role of brand trust and customer satisfaction in these relationships. This research adopts a quantitative approach using Partial Least Squares (PLS) analysis. Data were collected through an online questionnaire distributed to 81 respondents, measuring variables including brand experience, brand trust, customer satisfaction, and brand loyalty. The findings indicate that brand experience significantly affects brand trust and customer satisfaction but does not directly influence brand loyalty. Brand trust plays a key mediating role between brand experience and brand loyalty. Similarly, customer satisfaction significantly influences brand trust but does not have a direct effect on brand loyalty. Furthermore, brand trust mediates the relationship between customer satisfaction and brand loyalty. This study highlights the importance of brand trust in fostering brand loyalty among TikTok Shop users. While brand experience and customer satisfaction contribute to trust, they do not directly drive loyalty. Strengthening brand trust through consistent product quality, reliable customer service, and transparent communication is essential for maintaining user loyalty in the competitive e-commerce landscape keywords a;b;c;d Brand Experience, Brand Trust, Customer Satisfaction, Brand Loyalty, TikTok Shop publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Nurul__Hidayatiinnisa.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/398 firstpage 531 lastpage 536 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 87 Volume 22 authors Nurul Hidayatinnisa, Becik Gati Anjari, Ayu Febriyanti Puspitasari, Fauziah, Savira Finka Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Strategic Analysis of Brand Loyalty in TikTok Shop: The Role of Brand Trust and Customer Satisfaction in Indonesia’s E-Commerce Landscape Creator An entity primarily responsible for making the resource Nurul Hidayatinnisa, Becik Gati Anjari, Ayu Febriyanti Puspitasari, Fauziah, Savira Finka