TikTok-GOTO Acquisition: Can E-Service Quality & E-Trust Foster E-Loyalty via E-Satisfaction?

Mirza Fawwaz Maulasena (), Ratih Hurriyati and Heny Hendrayati
Additional contact information
Mirza Fawwaz Maulasena: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 441-447 from Springer

Abstract: Abstract The latest acquisition of TikTok by GOTO in Indonesia emphasizes today’s consolidated understanding of customer loyalty drivers in the dynamic e-commerce environment. This research aims to establish how e-service quality and e-trust enhance e-loyalty through e-satisfaction among Indonesian TikTok Shop users aged 18-34 (n=111). Employing a quantitative approach and structural equation modeling (SEM), it is revealed that e-service quality and e-trust positively affect e-satisfaction. Conversely, e-satisfaction serves as a full mediator for the e-service quality and e-loyalty relationship but only partially for the e-trust and e-loyalty relationship. These studies underscore the mediating effect of e-service quality, e-trust, and e-satisfaction on e-loyalty. In terms of practical implications, this study is useful for firms such as TikTok Shop and GOTO, as it provides directions on how to emphasize customer retention within an evolving setting.

Keywords: E-commerce; E-service quality; E-trust; E-satisfaction; E-loyalty; TikTok Shop; GOTO; Acquisition; Indonesia (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_54

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_54

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().