The Influence of Digital Marketing and Electronic Word of Mouth on Customer Retention in Generation Z Consumers in TikTok Shop with Brand Trust as a Moderator

Nabilla Fitri Assy  Farhah; Bobby Reza; Muhammad Junaid  Kamaruddin

doi:10.37034/jems.v8i2.383

Authors

Nabilla Fitri Assy Farhah Universitas 17 Agustus 1945 Jakarta
Bobby Reza Universitas 17 Agustus 1945 Jakarta
Muhammad Junaid Kamaruddin Universitas 17 Agustus 1945 Jakarta

DOI:

https://doi.org/10.37034/jems.v8i2.383

Keywords:

Digital Marketing, Electronic Word of Mouth, Customer Retention, Brand Trust, Generation Z

Abstract

This study was conducted in response to the growing phenomenon in which digital marketing gradually replaces traditional marketing, with TikTok shop exemplifying expertise in sustaining social commerce amid intense competition. The research aims to examine the influence of Digital Marketing (X1) and Electronic Word of Mouth (X2) on Customer Retention (Y), with Brand Trust (Z) positioned as a moderating variable. A quantitative approach was employed using Structural Equation Modeling (SEM) with SmartPLS software, as this method is suitable for testing complex relationships among latent constructs. Data were collected through surveys distributed to Generation Z consumers actively engaged with TikTok shop, ensuring representation of the population most immersed in social commerce. Measurement indicators included promotional strategies, SEO, social media, public relations, e-WOM intensity, valence, content, and trust dimensions. The findings revealed that Digital Marketing and Brand Trust significantly and positively affect Customer Retention, while the moderating role of Brand Trust was not statistically significant. These results imply that effective digital marketing strategies and trust-building initiatives are crucial for sustaining customer loyalty, though trust alone may not strengthen moderating effects.

References

Sopiyan, P. (2021). Pengaruh Customer Perceived Value dan Switching Barriers Terhadap Customer Retention. Coopetition: Jurnal Ilmiah Manajemen, 12(3). https://doi.org/10.32670/coopetition.v12i3.295

Hadi, F. K., & Prakosa, A. (2022). Pengaruh Service Quality, Perceived Value dan Switching Barrier terhadap Customer Retention. Jurnal Pustaka Manajemen (Pusat Akses Kajian Manajemen), 2(1), 14-19. https://doi.org/10.55382/jurnalpustakamanajemen.v2i1.186

Suriansha, R. (2023). Pengaruh Customer Experince Di Era Digitalisasi Terhadap Retensi Pelanggan Pada Industri Retail. Journal of Economics and Business UBS, 12(4), 2270-2277. https://doi.org/10.52644/joeb.v12i4.269

Populix. (2022). Shopping on Social Media. Retrieved from https://info.populix.co/data-hub/reports/2022-09-the-social-commerce-in-indonesia

Dewi, M. N. I., & Aditama, R. R. A. (2025). Pengaruh Digital Marketing, Promotion dan Brand Image terhadap Keputusan Pembelian di Aplikasi TikTok Shop pada Gen Z di Kota Surakarta. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 8(2), 143–150. https://doi.org/10.37479/jimb.v8i2.34297

Deccasari, D. D., & Ardian, G. Y. (2025). Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Mediasi Pada Produk Clothing Line Erigo Di Kota Malang. Dinamika Ekonomi: Jurnal Ekonomi dan Bisnis, 18(1), 41-59. https://doi.org/10.53651/jdeb.v18i1.572

Chandra, B. F. E., Utamaningsih, A., & Nurtjahjani, F. (2025). Pengaruh Service Quality dan Brand Trust Terhadap Customer Retention di Auto2000 Cabang Sukun Kota Malang. Jejak Digital: Jurnal Ilmiah Multidisiplin, 1(5b), 3886–3901. https://doi.org/10.63822/51w0bp15

Sa'diyah, K. (2025). Content Marketing dan Electronic Word of Mouth Instagram untuk Customer Retention Melalui Brand Awareness pada Katering Jatiroso (Doctoral dissertation, UPN Veteran Jawa Timur).

Irawati, Y. (2021). Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Intervening Pada Online Shop Thehanstuff Di Indonesia (Doctoral dissertation, STIE Malangkucecwara).

Stevani, A. S. (2022). Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Mediasi Pada Coffee Shop Diatas Kopi Kota Blitar (Studi Kasus Pada Coffee Shop Diatas Kopi Kota Blitar) (Doctoral dissertation, Universitas Kristen Duta Wacana).

Jailani, M. S. (2023). Teknik pengumpulan data dan instrumen penelitian ilmiah pendidikan pada pendekatan kualitatif dan kuantitatif. IHSAN: Jurnal Pendidikan Islam, 1(2), 1-9. https://doi.org/10.61104/ihsan.v1i2.57

Afif, Z., Azhari, D. S., Kustati, M., & Sepriyanti, N. (2023). Penelitian Ilmiah (Kuantitatif) Beserta Paradigma, Pendekatan, Asumsi Dasar, Karakteristik, Metode Analisis Data Dan Outputnya. INNOVATIVE: Journal Of Social Science Research, 3(3), 682-693.

Susanto, P. C., Arini, D. U., Yuntina, L., Soehaditama, J. P., & Nuraeni, N. (2024). Konsep penelitian kuantitatif: Populasi, sampel, dan analisis data (sebuah tinjauan pustaka). Jurnal Ilmu Multidisplin, 3(1), 1-12. https://doi.org/10.38035/jim.v3i1

Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027

Wiranata, I. K. A., Agung, A. A. P., & Prayoga, I. M. S. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery BatuBulan. EMAS, 2(3). https://doi.org/10.30388/emas.v2i3.1827

Dasopang, I. L. N., & Sunargo, S. (2023). Pengaruh Brand Image, Ewom dan Brand Awareness Terhadap keputusan Pembelian Produk Kosmetik Wardah Batam. Jurnal Mirai Management, 8(1), 734-740. https://doi.org/10.37531/mirai.v8i1.4305

Firdaus, L. I., & Andarini, S. (2024). Pengaruh Social Media Marketing, Brand Image, dan Brand Trust Terhadap Brand Loyalty Produk Skintific:(Studi Pada Followers Tiktok@ skintific_id). Jurnal Administrasi Bisnis (JAB), 14(1), 86-94.

Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A workbook. Springer Nature.

Sitorus, R. R., & Tambun, S. (2023). Pelatihan Aplikasi Smart PLS untuk Riset Akuntansi bagi Ikatan Akuntan Indonesia (IAI) Wilayah Sumatera Utara. Jurnal Pengabdian UNDIKMA, 4(1), 18-26. https://doi.org/10.33394/jpu.v4i1.6624

Tambun, S., Heryanto, H., Mulyadi, M., Sitorus, R. R., & Putra, R. R. (2022). Pelatihan aplikasi olah data SmartPLS untuk meningkatkan skill penelitian bagi dosen sekolah tinggi theologia batam. Jurnal Pengabdian Undikma, 3(2), 233-240. https://doi.org/10.33394/jpu.v3i2.5519

Hanifah, A., Munawaroh, A., Husainah, N., Jamilah, S., Hartinah, S., Harun, S. H., ... & Tsabit, A. M. (2025). Pengantar Ilmu Statistik. Duta Sains Indonesia.

Hutabri, E. (2022, January). Validitas media pembelajaran multimedia pada mata pelajaran simulasi dan komunikasi digital. In Prosiding Seminar Nasional Ilmu Sosial Dan Teknologi (SNISTEK) (Vol. 4, pp. 296-300).

Pratiwi, D. S., & Nuryana, I. K. D. (2021). Analisis Tingkat Penerimaan dan Kepercayaan Pengguna Teknologi Terhadap Penggunaan Dompet Digital DANA. Journal of Emerging Information Systems and Business Intelligence (JEISBI), 2(4), 76-84. https://doi.org/10.26740/jeisbi.v2i4.43436

Sari, S. Y., Ngatno, N., & Listyorini, S. (2025). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Loyalitas Pelanggan Melalui Customer Based Brand Equity Sebagai Variabel Intervening (Pengguna Gojek Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 14(2), 483-494. https://doi.org/10.14710/jiab.2025.45646

Saputra, D. R., Ardhianto, B. A., Tarigan, L. S. P., Octavian, W. D., & Sawitri, N. N. (2024). Pengaruh kepuasan konsumen, daya tahan, kesadaran merek produk skincare somethinc terhadap keputusan pembelian di e-commerce shopee pada generasi Z. IJESM Indonesian Journal of Economics and Strategic Management, 2(4), 2868-2877. https://doi.org/10.69718/ijesm.v2i4.357