Customer Loyalty Generasi Z dalam TikTok Shop: Peran Trust, Risk Perception, dan Satisfaction

Elia Resha Fatmawati; Adilla Kustya Ulfa

doi:10.59086/jam.v5i1.1315

Authors

Elia Resha Fatmawati Universitas Dian Nuswantoro
Adilla Kustya Ulfa Universitas Dian Nuswantoro Semarang

DOI:

https://doi.org/10.59086/jam.v5i1.1315

Keywords:

Customer Trust, Risk Perception, Customer Satisfaction, Customer Loyalty

Abstract

Penelitian ini mengkaji alasan di balik loyalitas Generasi Z saat berbelanja di TikTok Shop, khususnya di Kota Semarang. Dengan melibatkan 100 responden, studi ini menguji bagaimana rasa percaya (Customer Trust) dan kekhawatiran akan risiko (Risk Perception) memengaruhi loyalitas (Customer Loyalty) melalui rasa puas (Customer Satisfaction). Hasil penelitian menunjukkan bahwa rasa percaya merupakan kunci utama yang secara langsung membuat Generasi Z merasa puas dan mendorong terjadinya pembelian ulang. Di sisi lain, kekhawatiran akan risiko tidak secara langsung menurunkan kepuasan, namun pengaruhnya terhadap loyalitas sangat bergantung pada kemampuan pengalaman belanja dalam menciptakan kepuasan. Temuan ini menegaskan bahwa bagi Generasi Z, kepercayaan merupakan modal dasar, sementara rasa aman dari risiko akan memperkuat loyalitas apabila konsumen merasa puas. Secara praktis, penjual di TikTok Shop perlu tampil lebih transparan untuk membangun kepercayaan dan mengurangi keraguan pembeli guna mempertahankan loyalitas.

This study examines the factors underlying Generation Z’s loyalty when shopping on TikTok Shop, particularly in Semarang City. Using data from 100 respondents, the study investigates how customer trust and risk perception influence customer loyalty through customer satisfaction. The findings indicate that trust is the key factor that directly enhances Generation Z’s satisfaction and encourages repeat purchases. In contrast, risk perception does not directly reduce satisfaction; however, its impact on loyalty largely depends on whether the shopping experience is able to generate satisfaction. These results highlight that, for Generation Z, trust serves as a fundamental basis for loyalty, while a sense of security regarding potential risks strengthens loyalty when customers feel satisfied. Practically, sellers on TikTok Shop are encouraged to adopt greater transparency to build trust and reduce buyer uncertainty in order to maintain customer loyalty.

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