Pengaruh Affiliate Marketing, Trust, dan Customer Experience terhadap Brand Loyalty pada Produk Bodywash (Studi Deliwafa di TikTok Shop)

Penelitian ini bertujuan untuk menganalisis pengaruh affiliate marketing, kepercayaan (trust), dan pengalaman pelanggan (customer experience) terhadap loyalitas merek (brand loyalty) pada produk body wash Deliwafa di TikTok Shop. Meningkatnya persaingan produk Fast Moving Consumer Goods (FMCG) di social commerce menuntut strategi loyalitas yang berkelanjutan, menjadikannya latar belakang utama penelitian ini. Pendekatan kuantitatif dengan metode survei diterapkan pada konsumen Deliwafa di TikTok Shop yang dipilih melalui teknik purposive sampling dengan kriteria: pernah membeli produk body wash Deliwafa lebih dari dua kali, pernah melihat konten afiliasi Deliwafa di Tiktok Shop, dan berusia minimal 17 tahun. Analisis data menggunakan regresi linier berganda. Hasil penelitian membuktikan bahwa affiliate marketing, trust, dan customer experience secara parsial maupun simultan berpengaruh positif dan signifikan terhadap brand loyalty. Customer Experience terbukti menjadi faktor paling dominan. Implikasinya, Deliwafa perlu mengoptimalkan kredibilitas afiliator, memperkuat kepercayaan melalui konsistensi informasi dan kualitas produk, serta meningkatkan pengalaman sosial melalui komunitas pengguna aktif

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This study aims to analyze the influence of affiliate marketing, trust, and customer experience on brand loyalty toward Deliwafa body wash products sold through TikTok Shop. The study was motivated by the increasing competition among Fast Moving Consumer Goods (FMCG) products in the social commerce market, which has intensified the need for sustainable strategies to strengthen customer loyalty. This study employed a quantitative survey approach. The participants consisted of Deliwafa customers on TikTok Shop selected through purposive sampling based on the following criteria: having purchased Deliwafa body wash products more than twice on TikTok Shop, having viewed Deliwafa affiliate marketing content on TikTok Shop, and being at least 17 years of age. The data were analyzed using multiple linear regression analysis. The findings indicate that affiliate marketing, trust, and customer experience each have a positive and statistically significant influence on brand loyalty. Simultaneously, these three variables also have a positive and statistically significant influence on brand loyalty. Among them, customer experience was found to be the most dominant factor. These findings suggest that Deliwafa should optimize the credibility of its affiliates, strengthen customer trust through consistent information and product quality, and enhance customer’s social experience by fostering an active user community